We were very interested to read your editorial: “Hard selling is not the answer, creativity is” (Comment, DW 19 February).
In France we are experiencing a similar problem to that of the UK; that is, a handful of agencies working with half the market, and certain ones among them scaring away the rest.
Of course, this approach is doing anything but benefit the design industry in France in the immediate and medium terms.
The opening up of new sectors and markets, and the globalisation of brands (a discipline requiring something resembling a service-oriented mentality) is, however, helping to counteract this phenomenon.
International account director