ZO chief Ian Perrin pens open letter to rival in bid to end ‘vicious cycle’ of bitterness
Ian Perrin
The chief executive of ZenithOptimedia has publicly congratulated rival media agency MEC on wrestling Nestlé from its grasp in an attempt to end the “vicious cycle” of bitterness which he said usually accompanies such business losses.
Ian Perrin has sent an open letter to his counterpart, Peter Vogel, admitting the “best team won” and acknowledging how Nestlé ran an “open and ethical process”.
Too often after losing accounts, media agencies behave ungraciously and raise question marks over the ethical behaviour of the winning agency, Perrin said. In some cases, he claimed “people punch each other” – although he didn’t elaborate.
It might have meant a lot more if it hadn’t been an open letter, eh?
What a legend and how refreshing. Love this and hope that the positive PR spin helps ZO win a new client to compensate.
nice
Well done, Ian. One of the more honourable acts in a media agency landscape largely devoid of them.
nice one Ian!!!
How unusual to share a letter like that. It makes it very contrived. A phone call would have been more meaningful followed by a smooth hand over.
I guess the letter can be reused though over the next few months which is efficient.
awesome piece of PR to deflect from the fact they just lost a huge piece of business
Well done Ian – very gracious with a good balance of congratulations vs “game on”!
PR stunt
Always far too nice, Pez. Very cool.
Wow – who knew there could actually be some level of professional courtesy from the ever-nasty, greedy and cut-throat media buyer land.
Like
Typical advertising wank to go public like this in an attempt to save their reputation in the marketplace. As others have said, why an open letter? Why not a personal note or a phone call?
Such a shame to see the haters being cynical – but really not surprising.
This is what you call leadership. It’s classy.
Well said that man
What?! There was an inter-agency punch up due to a pitch? Never. Perhaps Tim et al might want to look into this with the same gusto as their scam endeavours – what else is Mumbrella for if not this? But then…….
Nice one Pez.
Echo the closed letter/phone call suggestions
If you have nothing nice to say, best not to say it. Didn’t you mother teach you that?
Nice work Ian. The industry need more of this type leadership.
I am on the side of “well done, there should be more of this”, rather than the “closed letter / phone call group” because our industry needs more public collegiality.
Well done Ian. ZO losing a lot recently, but things come and go in cycles, just ask Mediacom, Ikon, UM, etc
Thanks for your comments. I agree with the sentiment of those who think a personal letter would have been a better option. I actually sent one to Pete earlier in the week. But with so much negativity in our industry, it felt like an opportunity to make a more positive, public statement, however contrived it may appear.
Ian
I dont get the sense this is contrived at all and the fact that you sent a note direct to Peter underlines the fact. IMHO, an act full of integrity and in this industry we dont often hear this, save for in a derisory/ironic manner.
I respect Ian in responding to the diatribe.
Having said that, what exactly was the point of the public letter? Am I correct in interpreting it as an attempt to make the industry a better place, creating an example for other agencies?
As a personal letter was sent then the public letter was not intended for Pete but for us in the industry, right?
Knowing Ian, I don’t doubt for a minute that this is what it is – a nice gesture from a top bloke. Nice one.