NO - RORY SUTHERLAND, VICE-CHAIRMAN, OGILVY GROUP UK
As Dave Trott told me last week, London Transport's best investment was in the installation of dot-matrix displays on Tube platforms, a communications solution based on the insight that a short but uncertain wait for a train can be worse than a longer definite one.
Why is it better to fight fires with firemen than prevent them with ads? What if a poster deters crime more effectively than a police officer?
Boris is suffering from a common bias, believing that solutions involving headcount, engineering or legislation are preferable to those involving communication, even when they are less effective. As the best brand manager in British politics, he should know better.
MAYBE - ANDREW NEBEL, DIRECTOR OF MARKETING AND COMMUNICATIONS, BARNARDO'S
We know advertising works, at least if it addresses clear objectives with relevant content targeted at the right audience in an engaging format. Schoolboy stuff, isn't it?
So any decision by The Boris to cut, maintain or change existing advertising strategies should be viewed objectively against these criteria. If he hasn't, and is making a knee-jerk money-saving move for cheap political advantage, it should be roundly condemned - although we shouldn't be surprised.
If the continuing justification for these campaigns isn't rooted in genuine business need, or there's evidence that the work is not delivering, then it's the right call. Maybe Boris will let us know which it is.
MAYBE - SIMON BAILEY, UK MANAGING DIRECTOR, THE BRAND UNION
Boris should proceed with caution here. Although it could be argued that a move from ads to action is good for Brand Boris, he should be very careful about where he is axing spend.
Both TfL and the Met have firm places in Londoners' hearts and long histories of effective communications with the electorate - two accomplishments our new mayor has yet to master. People want action, but they also want communications from the city in which they live.
If Boris can connect with what is so special about these institutions, he might see off the Bumbling Boris jibes. That will come through a balance of good policy with smart communications, not knee-jerk budget cuts for short-term wins.
YES - IAN TWINN, DIRECTOR OF PUBLIC AFFAIRS, ISBA
Politically, he is dead right. Whether he is right from the marketing communications point of view is more complex - a complexity upon which a whole industry is built.
Boris made a campaign promise, and keeping political promises is a good start to his mayoralty. Cutting adspend seems good value to London residents. I am not convinced that political funds are well used in blitz advertising unless the subject needs to build awareness. Boris has demonstrated that this is not his problem.
Effectiveness of advertising is a wider question. He will need to advertise how his policy changes affect our lives. TfL has a substantial estate - he needs to look at value there as well.