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CLOSE-UP: LIVE ISSUE - MATCHMAKERS. New-business brokers have the market sewn up.(Lowe quits Orange's ad account)
With reviews getting fewer, could a new matchmaker succeed, Glen Mutel asks.
Last month's pounds 43 million Orange pitch highlighted just how important the AAR is to advertising agencies. Lowe's resignation of the account sent the new-business directors scrambling to get their credentials seen, but only those registered with Martin Jones' matchmaking service stood any chance of landing this massive piece of business.
It's reviews of this size that make subscribing to the AAR more or less a necessity. While the pounds 10,000 to pounds 12,000 annual fee, plus the cost of shooting an AAR reel, may seem steep, it's money well spent if it yields a multimillion-pound account win.
But for those agencies that complain that the AAR neglects them in favour of today's in-crowd of fashionable creative houses, there are alternatives.
The newest of which is Creativebrief. This is the brainchild of Tom Holmes, a former Grey vice-president, Lowe and Saatchi & Saatchi director.
The three years Holmes has spent researching the agency/client matchmaking arena encouraged him to finance the venture himself. It's a gamble. Especially when one considers how thin on the ground reviews have been this year.
Is there enough room for another matchmaker?
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