CAMPAIGN DIRECT: REVIEW (IN ASSOCIATION WITH ROYAL MAIL)
By GRAHAM KING, creative director at Marke, campaignlive.co.uk, Friday, 05 December 1997 12:00AM
The way some creative directors carp on about other agencies’ best efforts in this column, you’d think they’d never allowed a piece of crap work across their desks in their lives.
The way some creative directors carp on about other agencies’ best
efforts in this column, you’d think they’d never allowed a piece of crap
work across their desks in their lives.
One call from Campaign, a black-and-white mug shot and 500 words of
I, on the other hand, vowed not to deride, not to gloat, to sneer or
mock. My lip would remain defiantly uncurled. Not a hint of disdain, nor
a jot of scorn or derision would you detect.
I’ve just reread the article. I kept it up for 189 words.
Fortunately, the first work to hit the desk was the British Airways
trade incentive piece. The art direction is drop-dead gorgeous, the
style is elegant, the copy succinct, the communication beautifully
simple. The brief said ’upfront, to the point, informative and
friendly’. And that’s precisely what the client got. Pity about the CD
that comes with it. It wouldn’t have found its way on to customers’
desks, and it did not have any relevance to the promotion. An inset in
the style of the rest of the work would have done the trick. But given
my generosity of spirit today, we’ll let it pass and move on.
There’s not a lot wrong with the Metro work from Tesco either. It’s
colourful, it’s bright and unerringly jolly. There’s the kind of clear
strategy you’d expect from Safeway. The photography is sumptuous - just
like you’d expect from Sainsbury’s. It has all the opening offers you’d
get from Asda. Oh, and it has that clever trick that Budgens uses; you
know, the one where they use a round object instead of the letter O.
Still, at least the body copy says it’s fresh, bright, new and
So that’s all right then.
I wish I could say the same of the TSB mail pack. This really does smack
of an art director let loose on a Mac while the typographer went out for
lunch. OK, so I know the younger generation can’t read these days, but
why make the type illegible? Yes, I know the ’woofer’ pun is absolutely
irresistible, but hasn’t it been done before?
And I know it’s cute to make dogs look like the Spice Girls, but the
first time I saw this idea Ginger Spice was probably as old as she
pretends to be today.
All in all, a direct marketing piece with a dog on the outside. And its
Which leads us on nicely to the Vegetarian Society. Scary stuff
I presume the Veggie Society is some kind of radical pressure group. So
it feels justified in using shock tactics to bully us into giving up
But its argument is truly tenuous and the evidence seems to be that
people are eating less meat anyway. You’re pushing at an open door here,
guys, so go easy with the high explosives. Someone might get hurt.
Brief: Create a piece targeting travel agents detailing BA services out
of Scotland, Northern England and Europe, plus a supporting item of
Agency: Claydon Heeley
Copywriter: David Newby
Art director: Rob Scott
Brief: Create a coherent and innovative campaign, with a direct call to
action, that is able to work across a variety of formats and typifies
modern town-centre shopping
Agency: Evans Hunt Scott
Copywriters: Terry Hunt, Preston Rutt
Art directors: Ray Howard, Andy Taylor
TSB youth campaign
Brief: Recruit and retain youth customers
Agency: IMP, DMB&B
Copywriters: Nick Ward, Andy Powell
Art directors: Piggy Lines, Ollie Robinson
Brief: Show in as dynamic a way as possible through advertising and an
advice pack that vegetarians tend to suffer less from cancer than meat
Copywriter: Harvey Lee
Art director: Graham D’Aldry
This article was first published on campaignlive.co.uk
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