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CLOSE-UP: ON THE CAMPAIGN COUCH ... WITH JB.(interview with Jeremy Bullmore of WPP)
Q: As a fairly top client I can't believe the amount of largesse I've been on the receiving end of over the last year. Mostly from people I barely know. With the amount of belt-tightening going on surely you guys must be able to think of a better way of getting on my radar.
A: Agencies claim, sometimes truthfully, to have a deep and sensitive understanding of consumers. Surprising, then, that their understanding of clients should be both insensitive and profoundly shallow.
It may very well be that some clients actually are persuaded to look more favourably on those suppliant agencies, which distribute largesse; but let me ask those agencies three questions.
Are venal clients really the kind of clients a principled agency such as yours should be attempting to recruit?
More pragmatically: what makes you think that venal clients will renounce venality the moment you've ensnared them?
And finally: given your deep and sensitive understanding of consumers, hasn't it occurred to you that even the most venal of clients might find being publicly assumed to be venal a touch on the offensive side?
The time for largesse, if at all, is after the consummation, not before.
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