Bullmore, Jeremy
October 2004
Campaign;10/29/2004, Issue 44, p21
Trade Publication
This article answers questions related to the advertising industry. A reader stated that nobody from marketing has ever made it onto the board of his company. He asks whether he should move to a company where marketing has more top-level status or not. The word marketing has two meanings. It has a theoretical, academic meaning. And it has a real-life, day-to-day meaning. The theoretical meaning of marketing is this: a management process that should be the focal point for a company's total activity. It's true there are one or two exceptional companies where marketing does act as the central management process — but that, of course, means that the marketing director is the chief executive. Another reader has spent years trying to raise standards in the DM industry. Now an above-the-line creative agency has decided that in the interests of integration it should have a DM creative team in house. The readers asks for the advice. For many years, packaging, PR and direct marketing specialists languished in obscurity as lowly departments within advertising agencies — overshadowed and under-rewarded by their glitzy parents. As long as the commission system survived, agencies could afford to provide these peripheral services at cost or less. Competition between agencies was based not on price but on the provision of service. This suited just about everyone except the exploited workers in the specialist departments.


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