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Those not-so-objective search consultants

Your feature about the search consultants ["What Agencies Think of Search Consultants," Aug. 4] is perceptive and accurate. One thing I don't get, however: The consultants sell themselves on their ability to be objective and level the playing field. So how can clients hire consultants who accept money from advertising agencies?

Pile and Co. even has an "In the Spotlight" section on its AgencyComPile.com site (this month it's Lowe). They charge the agency for this. If I were a client, I would want a search consultant who truly was objective. The real job of a search consultant is to find an agency whose personality and culture best match that of the client. After all, any ad agency can change creative work, but the real issue is who you like and who you can work with. Nothing more.

Paul S. Gumbinner

Principal

The Gumbinner Co.

New York



60-second spot a key element of DRTV mix

We couldn't agree more with Lisa van der Pool's insights in her article "In Down Economy, Can DRTV Build Brands?" [Adweek, Aug. 4]. However, the article missed a key component of the direct response TV mix: the 60-second spot.

Advertisers have had great success with 60-second DRTV spots. Verizon, for example, using the venerable James Earl Jones as a spokesman, has generated an impressive response and helped strengthen and build its brand.

DRTV is not just about infomercials hawking steak knives or exercise equipment on late-night TV. It's also about generating buzz and, of course, a response.

Ted Eyes, Pat McGuire

Executive creative directors

Draft

New York



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