In Advertising Bigger isn't all the time good

PEPSICO - In Advertising Bigger isn't all the time good

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If you have been following the new advertising news you will notice that more and more major advertisers are looking to smaller ad agencies to handle their campaigns.

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Is it because they feel bad? Is it because they are cheaper? Or is it because they see the level of creative talent of smaller agencies? Lets take a quick look at why this is happening and how this is good for the consumers and the advertisers. When I use the term smaller it doesn't mean that it's a one-man show, but that they aren't part of the "Big 6". Now with that said lets continue, smaller agencies have a hunger to succeed, they have a need to be buyer assistance oriented, they have a desire to be more creative without the fear of upsetting upper management. Take these points into catalogue and you have an department that will be tenacious and with the whole one goal of showing their clients results.

At New Age Media Concepts, we believe that major advertisers deserve great results from their campaigns, don't get me wrong there have been great campaigns launched but who are going to be the new creative minds to design the next memorable occasion in advertising history? If advertisers like normal Motors, Ford, McDonalds, Taco Bell, Coca-Cola, Pepsico, Microsoft, Burger King, Toyota, Home Depot, Wendy's, ConAgra Foods, Wal-Mart Stores, American Express, Colgate Palmolive, Intel and the many others are looking beyond what agencies they are accustomed to working with and are looking towards connecting with their consumers in a big way, then they have to look beyond the brick and bring in a creative team that can help them do that. Consumers today aren't ignorant and in this age of reality television and the shock factor mentality, advertisers need to step up to the plate and shed their skin to be able to reach the new age of consumers, the ones that are their core audience, the ones that will have brand loyalty.

By Louis Victor - New Age Media Concepts, August 31, 2004

info@namct.com

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