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
