’Show me the money’ was Tom Cruise’s memorable phrase in the film
Jerry Maguire. In any business, the best way to see where the money is
going is to see where the start-ups are.
Judging by recent agency start-ups, marketing budgets are most
definitely moving below the line. In contrast, pure advertising agency
start-ups have been few and far between.
The latest to follow the money is Jon Ingall, late of Evans Hunt Scott,
who this week heads for his new venture with backing from the giant
There will be those who say this sector is too crowded and clients need
another below-the-line start-up like they need a hole in the head.
Start-ups are exciting: they raise the sector’s profile, raise standards
and bring in fresh blood.