ANA: Clients, Agencies Have A 'Shared Purpose'

MediaPost, 9/15/10

The main message at the Association of National Advertisers Agency/ Client Forum in New York on Wednesday is that a contentious, defensive relationship between marketers and agencies is like the buzzard and monkey in that 1940s hit, “Straighten Up and Fly Right”: if the buzzard tries to throw the monkey off his back because the monkey is choking him, both will crash and burn.

As Clive Sirkin, head of global marketing for Kimberly-Clark, put it — referring to the image of two rams locking horns that the ANA used as a graphic — “We are not rams. That sort of relationship is destructive.”

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