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<b>Irwin Gotlieb</b>, Global CEO, GroupM

<p align=justify>Clients need to do what they need to do. What happens often is that the next pretty girl is whispering sweet nothings in the clients’ ears and the client is intrigued by the possibility, and would trigger a pitch to explore it. It is absolutely true that the clients know what the capability of the incumbent is. Some clients today believe that even if they are perfectly satisfied with their agency, they have a statutory obligation to review the media… It used to be that unless something went terribly wrong, the client didn’t initiate a review. Today, clients initiate reviews whether something is wrong or not. Very often they significantly underestimate the trauma to the entire system on both sides.

exchange4media Staff Jun 25, 2010 12:00 AM

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