And, yes, there are still plenty which haven't. This is particuarly the case in certain Asian markets.
We decided to give this company a 'free trial' of online advertising.
In fact, my agency offered to do the entire campaign for free. This is something we don't do often, but the truth is, we thought that once the client saw how it worked, it would use the online medium in future campaigns.
It all went as planned until, at the eleventh hour, the client pulled out.
Now, this is a client getting a free online campaign - from creative to media placement - and turning it down.
That, I'm afraid, doesn't bode well for you or for me.
If anything, we should applaud clients such as San Miguel which have embraced the web. In fact, we should also applaud those brave enough to try.
But clients unwilling to leave the safe comfort of their media concoons shouldn't expect wonders from us.
As an industry, have we done enough to make online advertising accountable?
I think so. The onus is now on the client to at least try it.
Whoever you are, and whatever you want to get off your chest, send your rants to rant@media.com.hk and we'll print them anonymously.
