Riding the Agency See-Saw
Winston FletcherDelaney Fletcher Delaney
For advertising agencies the last 25 years have been a see-saw, with 1979 as the pivot. From 1964 until the end of the 1970s the agencies end of the see-saw plunged downwards. Then it bounced back now many kids in the advertising playground fear it may be beginning to dip again.
In 1964 total media advertising reached a then record 1.91 per cent of UK Consumers Expenditure. It did not return to that level until 1983, some two decades later. Between 1964 and the late 1970s advertising was a declining...