September 3rd, 2010 by Ethan
But for Saatchi & Saatchi, the London advertising agency founded 40 years ago next week, you mightn't be reading this page. Indeed, there just mightn't have been an Independent at all – something in the time-space continuum could've gone slip-sliding away. That's the way The Independent's original 1980s' founding Gang of Three – Andreas Whittam Smith, Matthew Symonds and Stephen Glover – tell it, anyway.
When they originally conceived the paper, Maurice (now Lord) Saatchi was one of just two people Whittam Smith rang in 1985 for a sanity check. (The other was a banker, of course.) Maurice put him on to John Perriss, Saatchi's media director (later to head the Saatchi Group's new media-buying agency Zenith). In no time, the three had a Saatchi team of 16 – the agency had just lost a big newspaper account and, according to Symonds, wanted to have a high-profile new one – and a deal. The deal was basically that S&S would help them to raise the money they needed from investors on a "no win, no fee" basis (if it worked, they could start spending on advertising). Saatchi would do research among potential readers and advertisers to help develop their pitch, and they'd rehearse and sharpen the presentation. They also said, crucially: "We'll come with you, if you like." "We walked in," recalls Whittam Smith, "with the glamour of Saatchi beside us; it really helped."
"It's doubtful whether we'd have raised the money without their imprimatur – it helped get brokers and bankers on board," agrees Stephen Glover. Glamour? Imprimatur? Since when did an advertising agency have glamour (creativity, humour or charm, certainly) or confer an imprimatur? Since when did verbally precise men such as the Telegraph-trained Indy Three talk like this about the tough business of persuading the City's hard-nosed economic men to cough up the money.
The story of how an advertising agency counter-jumped and leapfrogged over its sector to become the nation's most glamorous and weirdly influential organisation for nearly a decade is an extraordinary English folk tale. It's about the way we were in the 1980s, and to understand both Saatchi & Saatchi's substantive achievement and its shamanistic, glamorous side, you have to remember just one basic precept of advertising: perceptions are everything.
And you have to start with the curious, rather equivocal role and status of advertising agencies in the 1950s and early 1960s. Advertising was not quite a gents' profession, not quite an art. But certainly it employed gentlefolk and artists. The gentlefolk were mostly "suits", the account-handler types who dealt with the clients and presented the work. The artists – visual and verbal ones, famously dreaming of their novels, film scripts and first Cork Street shows – did the work. An emerging group of researchers thought about consumers and their habits (one, Mark Abrams, at the long-gone agency London Press Exchange, wrote the key report on "The Teenage Consumer" in 1959, outlining the potential of youth as a new consumer group). And rather more pragmatic types – the media buyers – did the deals with media owners. All under one roof.
Set up like this, a "big" London advertising agency would employ around 300 people in somewhere tolerably genteel, ideally Mayfair W1, or at least Mid-Town Holborn or Southampton Row – no raffish Soho or edgy Shoreditch then. Marcoms (a later word for the sector) weren't exactly a power in the land back then – and the "creative industries" sector was 30 years away.
drive from www.independent.co.uk
Posted in Media
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