Please, No More Foolish Reasons to Quit an Account

Share this content:
This is in response to your page 1 story ("GMO Quits $70M Dell Account Over Creative Differences," April 12). As chief creative for a direct marketing agency, I can't think of a worse reason to quit any account.


GMO spokeswoman Ruth M. Grossman made it clear that GMO's creative was focused as much on helping the agency attract top talent as it was on benefiting Dell. Winning awards is obviously as high a priority for GMO as building customer relationships for the computer seller ever was.


GMO wanted to do more edgy creative for Dell, but edgy doesn't always mean effective. At a time when clients are increasingly holding their agencies accountable for bottom line results, GMO's viewpoint is shocking.


I would expect to read about a general agency saying such things in Brand Week, but not in DM News. Still, by running the story the publication did a service to agencies who are truly steeped in the discipline of direct. It let us know how general agencies often misunderstand the discipline and about the new business opportunities for the rest of us that their misunderstanding can create.


In its search for top talent, GMO would do well to find someone who places value on 10-year relationships, $70M in billings, and one of the most respected names I could imagine on a client roster.


Scott Calame


Creative Services


St. Louis

Sign up to our newsletters



Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above