Arnold Wordwide announced it is closing its St. Louis office this year -- another nail in the advertising coffin for St. Louis. When I first began in the industry in 1987 we had several large agencies that produced work here for large clients: BHN, TBWA, DMB&B. Luckily, we still have two players in sales promotion, Zipatoni and Momentum, that are owned by big corporations and have national accounts, but that’s about it. Oh, and Fleishman Hilliard, but that’s not advertising.

Why has St. Louis continued to decline as an advertising hub for the Midwest?

Globalization? It allows companies to work wherever they want.

Chicago? It is a CITY with talent and resources for which St. Louis cannot compete.

Specialization? The typical agency has evolved into small agile firms that provide a narrow range or services and have relationships with only a few clients. The best work comes from these companies founded by big agencies refugees.

Few Good Clients? St. Louis has lost a few big clients. SBC moved to Texas, but still brings enough work to support Rogers Townsend agency (old DMB&B people). PET moved. No retail type of business here, except AB, or at least no one with sizable budgets and good taste. St. Louis is an industrial town with transportation and manufacturing at its core. The old money has tight purses and does not use innovative advertising.

No Talent? Inability to keep talented creative resources and the ability to attract them leaves St. Louis a bit dry. Who is to blame for that?

It’s a shame. We DO have a lot to offer. I know a lot of talented people, but they are not producing work up to their ability. If only there was an answer.

So come on clients. Get your head out of the sand. Listen to the ideas presented to you daily and don’t make your next brochure like the last one. Don’t make your web site so your wife likes it. Do something interesting. Remember, you don’t have to understand and like It for It to be effective. Help the St. Louis advertising community pull its foot from the grave.

Props to the people actually getting good work out the door: TOKY, Oliver Kuhlman, the little boutiques and the younger talent.