UNCOOPERATIVE

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General Motors advertising and marketing boss Phil Guarascio last week lashed out against the concept of media buying cooperatives and warned all marketers – no matter the size – to be extremely cautious about entering such an operation.
In addition to contending that cooperatives don’t provide the larger client members with cost savings, Guarascio told a Chicago Ad Federation lunch crowd that even the smaller members likely could do better on their own.
‘Smaller accounts and agencies might be better off operating as guerrilla warriors focused on achieving their own goals through smart marketplace actions,’ he said, ‘rather than becoming an ambiguous part of a medium-sized organization that’s not big enough to be big, but is too big to be nimble.’
Copyright Adweek L.P. (1993)


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