Retailers and ad agencies - worlds apart?
Helen Calcraft MCBD
Britain
is, famously, 'a nation of shopkeepers'. The
country is proud of its retailing heritage, and our retailers have led the way
in many aspects of the discipline. The
Retailers and ad agencies - worlds apart?
Helen Calcraft argues that the frequent relationship conflicts between retail advertisers and their agencies are a result of different philosophies, language and cultural sensitivities. She identifies five examples of culture clash – detail vs scale, variety vs focus, change vs consistency, tangible vs intangible, and price vs value - and advances an approach to achieve harmony.
