Wake-Up Call For Agencies

Reginald B. Collier

Why agencies must now take seriously their clients' demand for advertising accountability. How to solve the problem: 1) use research to test concepts and finished commercials, 2) sell the benefits of the product properly, 3) better co-ordination from the top.

Wake-Up Call For Agencies

Buck to basics: partnering with clients to build brands and market share

Reginald B. Collier RSC The Quality Measurement Company

A few decades ago large advertising agencies stood tall in the saddle in America's marketing and advertising community. To borrow a phrase from President Reagan, it was 'Morning in America' for the Madison Avenue firms and those operating from Chicago and the West Coast.

Great copywriters like Ogilvy, Burnett, Reeves and Bernbach created print and broadcast ads that helped consumer goods advertisers build brands and persuade consumers that their products were better than those of...

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