Brawny Man Doesn't Give Atlanta Agencies Second Look



I have to admit that I am a little hesitant to totally slam G-P for going out of town with their Brawny pitch. They do mention that Dixie is handled by Eric Mower out of Atlanta so they are not as bad as many. But as the local watchdog and protector of our community, I have to wonder why there was so much effort put into the paper towel pitch. The competing agencies were DDB (the winner), Campbell Mithun Minneapolis, Omnicom Group's TWBW\Chiat\Day in New York and Mother in new York. This is an ego trip of agencies picked by Wannamaker (a local agency search consultant). Is G-P really willing to take the creative risks that have given these agencies their reputation? That's to be decided with the first campaign, but I'll bet they are still targeting the housewives of the 60's like most behemoth packaged goods advertisers of today. Good luck to a good company and think of us next time.

Question of the week: Best answer gets Atlantadblog tee shirt

Why are there so many search consultants out of Atlanta if they never recommend Atlanta agencies?


Email Post

Comments

Anonymous said…
As usual, great comments from Atlanta's only marketing journalist (and successful business owner, to boot). Good insight and great thought-provoking material. Keep 'em coming!
1:25 PM
Anonymous said…
I am new to the advertising community in Atlanta, and the same question occurs to me regarding agency search consultants. Is there an avenue for improving relations, on a comprehensive level, with these local consultants? Seems like an obvious way to facilitate new business development in our community. Are these consultants smitten with big, Madison Avenue type agencies because of the star quality? If so, this should be an easy theory to turn. The best persuasion is the sort that hugs you and lulls you into submission and agreement. This could be a holistic approach to solving this roadblock for the Atlanta Ad community at large. Just thoughts.
10:45 AM
Post a Comment

Popular Posts