Clemenger BBDO Sydney chief executive Andy Pontin has argued the industry's constraints around client conflict are unnecessary and damaging, revisiting a long-standing dispute in the advertising landscape.
Speaking recently with AdNews, Pontin stressed that other services industries such as law firms, accountants and auditing companies, have access to multiple clients in the same category, but are not constrained by account conflict.
“When other professional services don't have to deal with conflict, it seems like an anomaly that our industry is held back by such strict conflict," Pontin said. "Advertising agencies struggle to get a seat in the board room, but that is not the case for other consultants, law firms, accountants and auditing firms, which have access to far more confidential information but don't have issues with conflict.
“The ad industry has allowed this to happen. It is a default expectation from clients but it is constraining for agencies and harms our ability to get better.”
Pontin also argued that as clients expand and cross multiple categories, the issue becomes stronger still.
“It is becoming more pressing. If a telco is getting into handsets and broadband, or if a supermarket is going into financial services, it means there are less areas that you as an agency can go into. With convergence, there are more areas that can be seen as a conflict.
“At some point, it will become unsustainable.
“You just have to be confident as an agency that you can deliver separation of accounts.”
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at email@example.com
The AdNews Media Summit is on 19 May, 2016. A top line of of the industry's smartest thinkers will debate the biggest topics in media, advertising, marketing and creativity. Don't miss it, buy tickets here. Buying 5 tickets or more earns you a discount.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at firstname.lastname@example.org