Ad Agencies in L.A. Aren’t That Bad Off
According to Joe Isuzu: “Advertising in L.A. is dying. Business is way down. Creativity is gone and clients are fleeing L.A. to other markets.”
(He’s lying.)
Of course, nobody believes Joe Isuzu. But a lot of Los Angeles Times readers got this misleading impression of our regional advertising industry from the article, “L.A. Agencies Are in Need of a New Image” (May 19).
As president of the Western States Advertising Agencies Assn. (WSAAA), I am writing to protest the article. WSAAA is the industry organization representing more than 95 advertising agency owners and managers on the West Coast. Our member agencies employ more than 4,650 advertising professionals, the majority of whom work in Los Angeles, with revenue totaling more than $4.4 billion.
It’s no secret L.A. ad firms are experiencing hard times. But it’s not just Los Angeles. Agencies across the country have been hit hard by the recession. Still, in spite of the economic slump, advertising billings in Los Angeles have increased at a rate higher than New York and Chicago. San Francisco has experienced a higher percentage of growth than L.A. this year, but with a significantly lower billing base.
A few big L.A.-based clients have moved their accounts to out-of-town agencies. But, the reverse is also true--local agencies are bringing business into town at an even faster rate.
Perhaps the most painful untruth in the article was the statement that creativity here is “languishing.” Los Angeles is still viewed as the mecca for originality and innovation by industry leaders.
The truth is that the alleged lack of creativity in today’s advertising has more to do with the state of the economy than any lack of creative talent in Los Angeles.
Historically during difficult economic times, clients understandably think they need advertising with a strong sales message rather than a strong creative one . The challenge for every agency is to provide both.
BOB ELEN. The writer is president of Robert Elen & Associates in Los Angeles.
