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Poor advertising attacked at Bath.(conference )
Creative agencies must share some of the blame for declining TV audience figures, the TV industry heard today at its annual conference in Bath.
Phil Horton, the marketing director at BMW, said there was a link between the general standard of TV advertising and the fall in audiences.
'In the UK, we've always claimed smugly to have the best advertising in the world, but how much are we, the advertisers, and our agencies responsible for low ad attention, zapping and wallpaper breaks?' he asked.
Horton also called on clients to shoulder some of the blame that has traditionally been laid solely at the feet of the broadcasters.
Stephen Woodford, the chief executive of WCRS and president of the IPA, talked about TV being the most powerful medium available to advertisers.
'Major steps have been made in this area and today's excellent event is another indication of this,' he said. However, he added: 'There is a strong legacy of arrogance from the past - creative agencies are not treated very well. We now spend a lot of time thinking of creative ways not to use TV.'
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