Where are the Marketers

Had a conversation yesterday with a friend who works for a major LA based advertising agency. He has for the last 10 years worked on major auto accounts. His statement about the caliber of the marketers he deals with was amazing. "Most of the marketers are dead enders. They have been put out to pasture in the marketing department, because they failed to make it elsewhere. They don't have any idea what the end game is."

So, take heart. It isn't only the swag buyer at the local small business that doesn't have a clue. He went on to say: "We end up doing the work for them. We help them determine a goal for their ads. We help them come up with ways of measuring results. It isn't our job, but we do it."

Watch this space. Coming later this week will be the beginning of a month long series that will address this issue in totally new ways. Wednesday: The introduction.