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Letter from the Chair, by Janet Grimes, Planning director, pres.co Welcome to our autumn edition. A big thanks to those of you who responded to my last letter and the heartfelt rant inside the issue. Things have moved apace since the last issue of Sharp Stick, particularly where "effectiveness" is concerned. Inside this issue you will see the text of a letter which we received in response, from the IPA. They are keen to help us move the debate forward. As a result of this we have decided that it was about time the issue of effectiveness was given a thorough airing. We are planning to hold a half-day's discussion together with the IPA and a specially chosen list of attendees. We would like to throw this debate open to everyone, but unfortunately we need to restrict numbers to make the discussion manageable, and to get everyone in the venue. But if you don't receive an invitation that doesn't mean you don't have a valid point of view, or an avenue to express that viewpoint. I'd like to hear from as many people as possible before the discussion takes place so that I can be sure to represent everyone's opinions. Please e-mail either me or Steve Martin at mail@apg.org.uk or write to us. We will be discussing two broad issues. Firstly the awards themselves - the process, the rewards, the frustrations. Secondly the broader question of the purpose of the awards and advertising effectiveness in general - have they achieved their objectives, what else should we be doing? I would also particularly like to hear from planners who had their paper turned down or withdrawn by clients. I'd like to know why, and what their clients think about the awards. (Clients please feel free to reply as well). Please do respond to me directly, and make sure your Planning Director knows your views as well, as many are likely to be attending the discussion. Enough of the 'e' word. We've had some very successful evening meetings recently at AMV and St. Luke's - learning from Creative Directors, Planning Directors and even McKinsey about how they do what they do. The next big course is the new, media course (as opposed to new-media) which will mean sharing learning and experiences with media planners. Also coming up is what should prove to be a lively debate following Rupert Howell's now infamous musings on the research industry. In addition we have an entertaining piece from the famous, or is it infamous (in Japan at least) Bally Pilchard, on the US APG Conference - a highly entertaining few days, although not everyone agrees that it was informative. Anyway read and enjoy. And don't forget to let me know what you think about the whole effectiveness issue before the end of the year. Oh, and very well done indeed to those short-listed - at least you don't have to worry about a presentation for this one. Before you know it, it will be time for the APG awards! (c) Account Planning Group 1995-2002 |
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