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Editorial: The internet challenge is also a huge opportunity.(advertising agencies)(Editorial)

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| May 05, 2006 | COPYRIGHT 2006 Haymarket Business Publications Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

This business, so the cliche goes, is all about relationships. Unfortunately, some of those relationships are not good ones: pitch horror stories are a regular feature of any new-business directors get-together and advertisers are equally vocal when it comes to their concerns that agencies can be expensive, dilettante and ineffective.

But it was common goals and long, fruitful relationships, rather than differences, that formed the subject of a speech by John Clare, the group chief executive of Dixons Stores Group and the president of ISBA, at a recent IPA lunch.

Advertisers and agencies need to work together, Clare said, to fight over-zealous regulation from government and the distortion of power in favour of media owners - ITV's lobbying of Ofcom to release it from Contracts Rights Renewal and an over-funded BBC were particular areas of concern. But, he added, agencies also need to work hard to help dig their clients out of an internet-shaped hole.

'We are looking to you to advise on how the new media, particularly the internet, is being used by customers, and creative ways to deliver our messages in that ...

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