Last Updated Sep 14, 2009 6:26 PM EDT
The SLBJ story illustrates two things: Yes, client budget cuts do indeed lead directly to people losing their jobs; and that now A-B is demanding ads that actually work, ad agencies are experiencing a bit of a culture shock.
At Shaw Co., co-owner Greg Litwicki and his partner Steve Brenner:
... were forced to lay off half of their 20-person staff. Shaw projects total revenue will come in at about $2.5 million this year, 11 percent off 2008.To stay on AB's roster, here's what Shaw now has to do, according to Litwicki:
It used to be enough to do brand building and create an image that would ultimately drive sales. Now they also want to see the component that will actually incentivize the consumer to pick up the product. When you come in with those solutions, they are very receptive.An ad that will incentivize the consumer to pick up the product? Fancy that! Whatever will these picky clients demand next?