NEW YORK: The American Association of Advertising Agencies (AAAA) is hoping to sell marketers on the importance of advertising - and is planning to use PR to do so.
NEW YORK: The American Association of Advertising Agencies (AAAA)
is hoping to sell marketers on the importance of advertising - and is
planning to use PR to do so.
The group is preparing to hire a PR agency - its first - to promote the
latest part of its long-running ’Value of Advertising’ initiative. Eight
firms, each affiliated with an AAAA member, are being considered for the
While the past 12 months were good ones for the advertising industry -
the Super Bowl and broadcast network ’upfronts’ broke all previous
records - there are rumblings that the pace will soon slow.
’This is a long-term thing,’ said AAAA SVP and director of public
affairs John Wolfe. ’Look at the early ’90s. The first thing to go was
When asked whether ad agencies are concerned about taking a lower share
of overall marketing dollars than in previous years, Wolfe admitted,
’That is a trend that has been going on for a while.’
Predictably, PR pros crowed at the news. ’This corroborates the fact
that we are moving toward a more PR-centric world,’ said Edelman
president and CEO Richard Edelman. ’Advertising is not going away, but
it is only one, not ’the’ marketing discipline. The third-party
endorsement they are looking for through PR couldn’t make that point
Wolfe said his list of prospective firms was final and asked not to be
contacted. He expects to make a decision at the end of the summer, with
the initiative kicking off in the fall.