Desperate ad agencies scramble for business

摘要

During this drought in the ad market, the prospect for new business resembles a parched landscape with hungry predators scrounging for food. When an opportunity aris- es, ad agencies pounce on it with a fury because it may be their last meal. "It's like a feeding frenzy," said David Redhill, global director for brand strategy at Deloitte Consulting, which last month completed a review for a new advertising agency, brand agency and public relations agency to reposition the company. DDB Worldwide was awarded the ad agency account; Inter brand won the branding business, and Ketchum was named to handle PR. Billings were undisclosed. "As one of the few highly visible players actually commissioning new creative work, we were fair game for a lot of players to approach us," Redhill said. "There are a lot of desperate people out there."