I’ve been hooking on Ad Street for a few years, equally spent between sunny Italy and a generic “abroad”, where at a certain point I finally settled.
I decided to drop a few lines to Donald when I read the post quoting the Fronzoni interview. I should say upfront I don’t know Mr. Fronzoni personally. His name is just an example of classic Italian management, so feel free to substitute whoever you see fit. But it’s his interview that got me started so, hey, credits where there’s credits due.
Just take a look at the Bee Awards Jury list. Look at the job descriptions. Look at the age. Just another example, surely inconsequential, but it makes a point. Abroad, agencies invest in people, regardless the age. Italy has very few people with such roles at such ages. And those who got one, are stuck in a non-strategic market where the big networks have no interest whatsoever in investing, as Sir Martin Sorrell clearly said during a speech a few years ago. And this is the outcome of enlightened managers like the one above. Let’s be honest: his solution has dry hump the cash cow written all over.
Agencies are like drug dealers fighting over a corner in a gentrified neighborhood: a market less and less interested in their offer. And just like dealers, agencies are totally indistinguishable and interchangeable, as long as the product gives a fairly decent high, a package’s good as another.
But still agencies do pretend to go and lecture clients about positioning, while having none whatsoever. And without realizing that they’re allowing clients to happily hold them by the private parts: since you’re no different from the others, bend over and relax for the medieval job on your ass. Or, feel free to quit.
“Abroad” is not the Garden Of Eden. We’ll talk about it – if Donald feels like. But at least there’s the bizarre will to survive and keep on doing this job the best way possible.
Because one thing’s quite clear “abroad” that doesn’t seems as understood in the Italian market: beggars can’t be choosers.