We remember it from years back as a healthy, rounded performer which charmed us with sheer talent and exuberance. But despite all the hits, we soon began to fear for its health. ‘How terribly pale it looks,’ we said. ‘Nothing like the colour and energy it used to have.'
‘Look!’ it said to us one day. ‘Forget our paleness. We’ve developed a new move, called the MyOysterWalk. We appear to be going forwards, but actually we’re going backwards.’ Later, our concerns heightened when it got into bed with partners who were much smaller and younger. ‘Are you sure that’s right?’ we asked. ‘Oh, definitely,’ it replied. ‘Nothing suspicious. Just, um, replenishing our energy.’ Settlements from these questionable relationships were soon measured in millions.
Towards the end, stories leaked from the inner sanctum were even more disturbing. ‘Just a few injections,’ it told us. ‘Perfectly legal and above board. Nothing to worry about.’
By this time, the old management was long gone and replaced by a faceless cabal who appeared not to have its best interests at heart. ‘Come on,’ the wily new management told it. ‘One last push. Then you’ll make back all the money you lost on fripperies.’
And it tried hard, it really did – only to find itself heartless, flat on its back and with dependents left penniless and wondering what to blame for the departure of the good times.
* * *
The demise of Barkers is problematic for many people, not least those recently (Thursday, in fact) made redundant who face uncertainty about whether or not they’ll get the money they're owed.
But my main question is this. I’m not entirely sure that Penna are buying the Barkers group for its recruitment advertising so much as for its Recruitment Process Outsourcing business, which I assume is included in the pre-pack. The deal, however, gives them two rec ad brands and seven or so offices which will need managing (assuming that Penna recognises the deficiencies in the current Barkers management set-up). So, who’s going to do that?
Anne Riley may be one of the most admired people in the business, but isn’t she happier running Penna Creative Communications - which by all accounts is a decent size, well-resourced but small enough to ensure good people work on clients rather than agency infrastructure? Could this acquisition – still some 250 people or so – actually prove detrimental to Penna and the reputation they’ve worked hard to build over the last five years or so?
Incidentally, what now happens to Barkers Social Marketing? Reports were that the recently-exited Barkers Chair Robert Bain and social marketing supremo Andy McArthur were going to buy it. Does Penna own this now also?
Anyway, like everyone else who worked at TCS and Barkers, I wish them all the best. There's still exceptional talent there - which should prosper massively given judicious management and - even more critically - a return in economic fortunes.
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