Consultants: Who Needs Them Anyway?

Having worked as a copywriter in the agency world for 17 years, Bret Sanford-Chung never considered hiring a consultant to run the review for Smith Barney’s ad account earlier this year. The New York client’s svp/director of advertising and marketing communications says her team knew what it needed and chose to go it alone.

“Because we have a very distinct audience, we have very distinct needs,” says Sanford-Chung. By playing an intimate role in the review, the company knew it would pick a shop, not just a campaign.