There’s so much good stuff to cherry-pick from this 1992 Adweek piece on the demise of Fred/Alan. It jolted me into realising how silly we all are in thinking that the problems we have are strictly contemporary. Maybe that’s the polite way of saying we none of us know our history.
Somewhere along the way, Seibert says, agencies became “no different than a free-lance writer/art director team. The client set a strategy and gave it to them, and they fulfilled it. If the client didn’t like how they fulfilled it they gave it to another team. Then another. But that’s how a real partnership works.” The agency/client relationship has since taken on so many vendor-like traits, Seibert adds, it’s completely acceptable to “blow an agency off just because it doesn’t take you skiing.”
To my shame, this was the first time I’d heard of Fred/Alan. Their archive is fascinating – start with their positioning presentation for Comedy Central, a masterpiece in concision.