Reversing shift will not build value in our industry

Thank God that Vox Pop gave a ringing endorsement to a combination of thinking and creativity (DW 4 July). For those of us old enough to remember the last recession there was damage from which we have not fully recovered.

The demise of high-profile industry figures, fragmentation of companies leading to oversupply in the UK, shorter termism by clients making relationships more vulnerable, and of course desperation for work encouraging companies to deluge their clients with concepts as part of an attempt to win business.

I can only see ‘reversing the shift to strategic work’ accelerating the trends and like Jonathan Ford think it would do little to build respect and value into our industry.

Jeremy Haines

Creative Partner

Haines McGregor

London SW3

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