As a marketer, what do you do when your brand icon has been known the world over for 35 years? You open an agency review and change it of course. It's the natural way of things, of course. While we never thought of Singapore Airline's Singapore Girl as any sort of sexist symbol, some feel her time has come and she should step down as the last of many female flight attendants who have been featured by various airlines over the years. While airline officials say the Singapore Girl may remain part of the brand in some form, Singapore Airlines VP of Public Affairs says, "What has worked well in the past is not always an indication of what will work well in the future It would be a mistake to cling to the past as a measure of success for the future. We want to explore the creative market; see what others have to offer." While true, we're hoping the airline, which continually ranks high for service and experience, doesn't become just another American Airlines cattle car.
Likening an agency/client relationship to a marriage contract but acknowledging things or permanence can sometimes be droll, boring and, well, just not that much fun, project agency Tattoo Projects in encouraging brands to stray. Just a little. To have a fling, some fun, some action to spice up your life. In fact, Tattoo Projects' approach - providing that pent up and much needed occasional release - might actually curtail the wildly increasing divorce rate between clients and agencies.
So don't make a big move that will ruin your life and cause you to say fuck off to your client or agency. No. Just have an affair. Stray a little bit. Cheat, if you will. According to Tattoo Projects, it's a very healthy thing.
- Starcom has reeled in the $100 million United Airlines global media business beating OMD and Mediaedge:cia
- Rosie O'Donnell's in a tiff over the American Idol Frenchie Davis/Antonella Barba picture thing. American Idol Exec producer responds, "Without wishing to add to the obvious self-promotion of Ms. O'Donnell, I feel as though I must refute her absurd and ridiculous claims that American Idol is racist and/or weightist. Ms. O'Donnell has, once again, spoken without thought or knowledge. Viewers need only look at the show tonight to realize that American Idol constantly confirms to America that talent has nothing to do with weight or color."
- According to the Internet Advertising Bureau, Internet ad spending grew 34 percent to $16.8 billion in 2006.
- If you're having trouble sleeping on those long business flights, British Airways has the solution: a soothing podcast.
- Here's a decidedly different look at outdoor advertising.
- The LAist will be rockin' during SXSW in Austin this Sunday hosting its own party at Room 710. If you're there, check it.
After stylishly offing everybody at his old agency, Chuck McBride prepares to start afresh with a new San Francisco agency. Called Cutwater, it'll mainly consist of employees and clients from TBWA's SF location. TBWA will consequently be bowing out of the SF market.
Here's something that might prove helpful for the hopefuls attending the Advertising Industry Diversity Job Fair and Leadership Conference taking place next week.
Shedwa points us to My Life in Advertising, a video podcast hosted by Sean McKenna of GSW. McKenna has a gift for portraying our industry pretty well and making it laugh-worthy too (in retrospect, that's probably not hard). Jokes aside, the show lends a decent look inside a typical agency. Apparently it's not all bloody murder.
Check My Life in Advertising out on iTunes.
In a Talent Zoo podcast interview, Cramer-Krasselt CEO Peter Krivkovich said, among other things including how illogical it was for CareerBuilder to dump the agency because its ads didn't place in the top ten of the USA Today Super Bowl ad poll, now that he's free of CareerBuilder he'd love to take on Monster.com. By all accounts, Cramer-Krasselt has catapulted CareerBuilder to stunning success even besting primary competitor Monster.com in some areas.
Oddly, CareerBuilder has been silent regarding its strange move and has offered no explanation for its sudden dumping of Cramer-Krasselt. Perhaps it's too embarrassed to face the wrath of detractors who've maligned the company for it's irrational decision. Perhaps we'll find out later there's some intriguing nepotism going on between CareerBuilder and the yet to be selected agency. Perhaps we'll never hear anything until next year's Super Bowl when the company, aided by some as yet unnamed agency, trots out another set of commercials. Perhaps no one will care and this will die like the controversy surrounding a certain Wal-Mart marketing executive whose name we no cannot remember.
- MEDIA magazine names Al Gore Person of the Year. Huh?
- Without a review, Revlon has moved it $200 million from Carat to Initiative. Well, that's gotta suck for Carat.
- Yet another anti-advertising group fights the proliferation of outdoor advertising. The problem with all these groups though is that they use the same techniques all other advertisers do which simply adds even more to the already ridiculously cacophonous level of marketing litter.
- The Oprah Magazine tops this year's AdWeek Magazine 2007 Hot List. Rounding out the top ten are Real Simple, US, More, Teen Vogue, Glamour, Allure, Wired, Martha Stewart Living and The Economist.
Responding to an article written by Glenn Sacks who claimed an Arnold-created ad for Fidelity in which a father jumps up and down with joy after beating his daughter in ping pong is insensitive to men and cause for Volvo to remove the agency as a contender in its ongoing agency review, Arnold CEO Fran Kelly responded, saying, "On the one hand I feel silly even commenting on a story like this, on the other hand, Arnold is known as an agency with strong values and relationships with our clients and important prospects like Volvo. We take our responsibility to be insightful, honest and aspirational brand communicators seriously. Our track record promoting family vacations for Royal Caribbean, driving down teen smoking rates by 22 percent with 'Truth' and raising funds to help put musical instruments in children's hands via Fidelity's Music Lives program speaks for itself."
While we've had our say on the topic of men portrayed as idiots in advertising, the trend may simply be due to the fact that, in a politically correct society such as ours, there's no one left to offend.
Just what happens when every other agency in a $100 million account pitch, except yours, drops out? Do you open a case of Heineken and celebrate? That's a bit unclear for Berlin Cameron which finds itself in that position right now as every other agency has dropped out of the $100 million Heineken account pitch. Weiden + Kennedy was the latest agency to throw in the towel claiming "a difference in strategic direction" as told to Advertising Age. Berlin Cameron already handles Heineken's Premium Light account but neither Heineken nor Berlin are commenting yet on the status of the pitch.
We seem to have a thing for those fake magazine cover ads and it looks like DDB is using the trick as its last stand for JC Penny before handing over the reigns to Saatch & Saatchi who will give us its "Every Day Matters" love. But, for now, it's still "It's All Inside."
In the March issue of GQ, the cover of another magazine, MANdatory, appears complete with manism headlines such as "There, there. How to tell her what she needs to hear" and "Emotions. Could there be more than two?" It's not terribly creative but it does stand out in a sea of messageless, Dolce & Gabanna-like ads that fill the magazine so we'll give them points for that. It did get us to stop and read it.
Alas, the retailer is due for a squishy Love Marks makeover which, hopefully, doesn't try to make the place more than what it is: a moderately priced department store that sells moderately styled items to moderate people. Everything doesn't need to be high end, ya know.