FOCUS: 2000 Previews - Fight the fight: beware the bean-counters

<p>As we enter the new millennium, I doubt there has ever been a more </p><p>exciting time for the advertising industry, nor for some, a more </p><p>frightening one. </p><p><BR><BR> </p><p>Many of those involved both directly and indirectly with our industry </p><p>are asking some very fundamental questions about the future. </p><p><BR><BR> </p><p>In this brave new digital, interactive and media-led world, what is the </p><p>future for an agency that has built their business on creating 30-second </p><p>TV ads? </p><p><BR><BR> </p><p>With media dis-integrated from the main agency, and much international </p><p>creative undertaken from another part of the world, what exactly do </p><p>agencies in Asia do these days? </p><p><BR><BR> </p><p>Will the managers of agencies owned by the monolithic, </p><p>financially-driven communications groups based in London, New York or </p><p>Paris be allowed the necessary freedom to build a radically different </p><p>communications proposition? </p><p><BR><BR> </p><p>One designed to benefit clients doing business in Asia? </p><p><BR><BR> </p><p>Or, will they continue to have 50-year-old Western-designed business </p><p>models forced upon them and their clients in this hugely disparate and </p><p>differentiated part of the world? </p><p><BR><BR> </p><p>As the world economies continue to be driven by consolidation, </p><p>rationalisation and improving shareholder value, the advertising </p><p>business will inevitably become embroiled in more mergers, acquisitions </p><p>and consolidation. </p><p><BR><BR> </p><p>To borrow a quote, for many this could be likened to "being airlifted </p><p>off the Titanic onto the Hindenburg", as one monolith takes over another </p><p>to form the mothers, fathers and various relatives of all corporate </p><p>monoliths. </p><p><BR><BR> </p><p>We will do well to remember that unlike banking, telecoms, computers, </p><p>IT, and the auto industries to name a few, advertising and </p><p>communications is built on one intangible, unpredictable, immensely </p><p>creative and hugely resourceful basis; that of people. </p><p><BR><BR> </p><p>People always have been and always will be literally, the lifeblood of </p><p>the advertising and communications business. </p><p><BR><BR> </p><p>The vast majority of all the inevitable corporate activity that will </p><p>happen across 2000 and beyond, will continue to be based on delivering </p><p>improved financial efficiencies and shareholder value rather than </p><p>delivering a better, more relevant service to clients. </p><p><BR><BR> </p><p>And the most worrying aspect of all this is that it will be driven by </p><p>the biggest enemy of creativity and innovation - bean counters. </p><p><BR><BR> </p><p>No doubt we will continue to see the rise and rise of the new type of </p><p>entrepreneur through the development of dot.com companies. </p><p><BR><BR> </p><p>For sure, the conventional advertising industry will benefit enormously </p><p>from the massive funds these newly-floated companies have some of which </p><p>will be used for building their respective brands in double quick </p><p>time. </p><p><BR><BR> </p><p>My biggest hope though with the dawn of the new century, is that we will </p><p>see the re-emergence of a new breed of energised communications </p><p>entrepreneur. </p><p><BR><BR> </p><p>Individuals or groups have one goal at heart, that of focusing on what </p><p>is right for clients rather than being purely financially driven. </p><p><BR><BR> </p><p>I hope we see a rash of new, innovative marketing communication </p><p>businesses grow, develop and thrive and by so doing, challenge the huge </p><p>global corporates. </p><p><BR><BR> </p><p>For 2000, predict that CIA's billings will grow by a rather conservative </p><p>100 per cent. </p><p><BR><BR> </p>