This Is No Time to Coast

I disagree intensely with Alan Gottesman’s statement in “A Deeper Funk” [A&C, Oct. 8] that, “There’s not a lot of point in pitching [advertising] to people who have withdrawn from the marketplace.”

Not true. Marketers must be smarter than ever in today’s business environment. It’s not a simple matter of “shutting down” advertising until consumers “enter” the marketplace again. Consumers are, and will remain, in the marketplace.

Marketers must rethink how to better, more efficiently and more effectively reach those consumers. It may be time to reallocate marketing budgets. To think more creatively, and to consider more below-the-line efforts, which can also address the need to move the sales needle “now” and generate sales immediacy. Now, when this nation, and our economy, needs it most.

Brad Back
Vice president, Director business development

The Importance of Being Fabulous

Thank you, Neilan Tyree, for not telling us where you were or what you were doing on Sept. 11 [A&C, Oct. 1].

Many columnists have written beautifully about their experiences, but nothing I have read is more insightful, uplifting or better written than Tyree’s column.

In my little corner of the world—the ad world, that is—Tyree’s column hit home more than any other. He’s right: I have spent my entire adult life in this business, 21 years this November. I’ve been up and down and laid off and caught in political pogroms, and have been given up for dead (my career, anyway) at least a couple of times. But I have clawed and fought my way to the middle, and, if anything, the attack has galvanized my commitment not just to my job, but to everything I do. So here’s to being fabulous, in all manners and in all ways, great and small. For what else can we be?

Steven di Manni
Senior vice president, Creative director
Hakuhodo Advertising
New York

For the record: A chart that accompanied a story about Coca-Cola’s global agency realignment [Oct. 15] listed Cliff Freeman and Partners in New York as having lost its Coke accounts. In fact, the shop resigned its Coke business (Cherry Coke, Fanta and KMX) last month because Coca-Cola was shifting its global marketing approach to focus on larger network agencies.