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CityBusiness
A Client's Eye View
In the last issue of Citybusiness, reader F.N. Siegler took this writer to task for not covering advertising from the client's point of view. He argued that there's more to advertising than personal feuds.Siegler's point is well taken. Neither this column nor other local efforts pay nearly as much attention to advertisers as they do to agencies.
Perhaps it's because the execution of a commercial seems more interesting than a company's positioning statement, or maybe it's simply because gossip is the lifeblood of major advertising agencies.
One would be hard put to find a better understanding of client advertising needs than that shown in Edmond A. Bruneau's new book, Prescription for Advertising.
Bruneau, who is described as an "award-winning copywriter, director, and creative consultant," successfully cuts through advertising jargon to come up with hundreds of nuggets for those who foot the bill for advertising will find useful.
Wisely, the book avoids trying to teach how to create effective advertising. More important, it focuses on issues like how to get great advertising from one's agency, when to use an agency, and which medium to use under which circumstance.
In fact, the book could be considered a "how not to" book. Among its many tidbits are these:
Don't use in-house agencies. "Why aren't [they] working where they could be making double the money in an advertising agency? Perhaps they're younger. Less experienced. Or not as capable." That one's not likely to sit well with in-house ad staffs, but Bruneau, a five-year veteran of an in-house shop, is entitled to his opinion.
Don't use the "archaic 15 percent commission" (Siegler's term) to pay your agency. "Many clients don't like the 15 percent media basis because they believe their agency might over-state the media budget in order to get more money. And they might be right." Bruneau prefers monthly retainers, but also likes hourly rates and cost/plus contracts.
Don't settle for an account executive you don't trust. "A poor A.E. can make even mediocre advertising a wrestling match."
Don't think of yourself as a copywriter. "People who recognize their own writing limitations aren't just smart. They're usually rich, too."
Be tactful with art directors. "If you see something you don't like, don't say 'This is terrible, I hate it'... even if that's how you feel. You'll lose your artist's enthusiasm."
The list of suggestions - most of which would seem commonsensical to those in the agency business - should be must reading for all in business. The suggestions apply especially to those in small companies who wear many hats, including that of advertising director, and feel insecure about making advertising decisions.
When asked what his book provided that others don't, Bruneau responded, "There are three things: People don't realize the importance of positioning, they don't understand the need for creativity, and people don't understand what to pay."
The 163-page book covers such topics as logo development, co-op advertising, direct mail, press releases - virtually everything a marketer needs to know to make smart advertising decisions.
Bruneau's book, which was released in August, will be available at local booksellers in mid-November. It can also be purchased for $17.95 (hardbound) or $9.95 (paperback) from this address:
Boston Books, P.O. Box 9909, Spokane WA 99209-9909. Include $2.50 postage for either book.