Please, No More Foolish Reasons to Quit an Account

Share this article:
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
Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Mohegan Sun Bets on an Integrated Customer Experience

Mohegan Sun Bets on an Integrated Customer Experience

Casino and entertainment destination Mohegan Sun went all-in and overhauled its website to improve its guest experience online and on-site. The casino's payoff was big.

Former Lenovo Executive to Head Digital Marketing at Interakt

Former Lenovo Executive to Head Digital Marketing at ...

Elijah Degen brings 15 years of experience to his new role at the digital agency.

Analytics Is a CMO's Best Friend

Analytics Is a CMO's Best Friend

CMOs who want to extend their tenure should embrace analytics to improve marketing performance and enable innovation.