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Opinion: Welcome to 2009. Will adland prove its worth?(Column)
Welcome to the crossroads. The way ahead offers two choices. To the left lies Gloom, and just beyond that Failure. To the right Optimism, Survival and if you make it to the end of the track, Success.
So, no choice at all really. Me, I'm turning right, like the people writing on the following pages, and insisting that this is going to be an exciting, adrenaline-pumping year of overdue change and necessary wastage that will kick us all out of complacency and give us the opportunity to prove how good we really are.
It's going to be a year of mettle-testing challenges and bitter disappointments. Are you going to hide or fight? As Nigel Bogle says on page 14, it's time to be positive and remain confident. The best people have already come out fighting and there's no doubt that the imperative focus on core values and clear agendas will make it impossible to hide behind the sort of bullshit that so often weighs down the whole industry.
Yes, some agencies will fail, but the agency marketplace is oversupplied, there are too many bland brands to be sustained by constricted budgets and a correction is due. Mind you, it's also true that the big global holding companies need a London presence, so some of the blandest agencies will be protected from disaster.
A key challenge will be motivating staff in a climate of pay freezes and reduced workforces; for the best people, the idea they should consider themselves lucky to even have a job won't wash. The vigorous will want to know that their determination to succeed against the odds comes with ...
- Seven steps to help your agency fight commoditization.(NEWS)(Column)
- Magazine article from: Advertising Age Bloom, Jonah July 13, 2009 700+ words
...of results. Would a client be willing to pay more to get greater results? The answer should be yes. 5. Accept risk. As Nigel Bogle of BBH said: "An original idea is the polar opposite of commodity, and potentially transformational for brands. Hence...
- Debate on planning's return dominates London ad chatter.
- Magazine article from: Advertising Age January 27, 2003 700+ words
...establish internal planning operations. ``Every agency in town is talking about how you get media back in,'' said Nigel Bogle, CEO of BBH. ``The buying of media will become a price-based exercise, and media planning is going to have to reinvent...
- Adages; Dazed, confused and hung over on Madison Ave.(Briefs)(industry humour)
- Magazine article from: Advertising Age Linnett, Richard December 30, 2002 700+ words
...The place was packed tight with warm bodies rubbing up against each other, and many stray hands. Partners John Hegarty and Nigel Bogle arrived from London. Emma Cookson, BBH's planning guru, mesmerized her disciples on the first floor. On the second...
- P&G 'concerned' about Burnett stake in Bartle.(Procter and Gamble, Leo Burnett...
- Magazine article from: Advertising Age Pollack, Judann Sloan, Pat Wentz, Laurel December 22, 1997 700+ words
...acceptable agreement that preserves our majority ownership in perpetuity," said John Bartle, joint chief executive with partner Nigel Bogle. Because of that separateness, however, observers said it's difficult to see the benefits for Burnett beyond enhancing...
- Independents' day at Cannes proves bigger isn't always better.(Viewpoint)
- Magazine article from: Advertising Age Donaton, Scott June 30, 2003 700+ words
...at Cannes-especially since few attendees had even heard of them a few years ago. "They are so on the map now,'' said Nigel Bogle, of the highly regarded Bartle Bogle Hegarty, when he learned of Crispin's Grand Prix win.) Bogle's agency, itself...
- Publicis buys BBH stake in SMP.(The World: Ad Age Global News & DataBartle...
- Magazine article from: Advertising Age May 26, 2003 700+ words
...SMP Managing Director Iain Jacob, and Andy Roberts, the executive buying director, won't change. Bartle Bogle's CEO Nigel Bogle said, "We are not starting our own media business and wherever possible our preferred media partner will remain SMP. What...
- NEW AGENCY MODELS: Beyond the ad campaign.
- Newspaper article from: Brand Strategy November 10, 2008 700+ words
...agency operate as a client manufacturer by developing a raft of new products. New territory Zag was set up two years ago. Nigel Bogle, chairman of BBH, reveals that the inspiration to evolve the agency into new business areas came from his experience 30...
- BARTLE BOGLE HEGARTY: The BBH vision thing.
- Magazine article from: Marketing Week Benady, David October 20, 2005 700+ words
...next day, Electrolux handed BBH its E10m (#6.9m) Zanussi business across Europe. For the agency's chief executive Nigel Bogle, creative director John Hegarty (the founding B and H of its initials) and chief operating officer Simon Sherwood, the...
