INTEGRATED: REVIEW

By ARTHUR PARSHOTAM AND RODDY KERR, campaignlive.co.uk, Friday, 12 April 1996 12:00AM

Remember the day that Mr Mandela came to power? Loud whoops and cheers. Suddenly, South Africa was integrated. Only it wasn’t. Still isn’t. Too many vested interests. Too many people set in their ways. Too much inbred prejudice.

Remember the day that Mr Mandela came to power? Loud whoops and cheers.

Suddenly, South Africa was integrated. Only it wasn’t. Still isn’t. Too

many vested interests. Too many people set in their ways. Too much

inbred prejudice.



Remember all those agencies who banged on about offering an integrated

service? Only they didn’t. Still don’t. Too many vested interests. Too

many people set in their ways. Too much...well, you get the drift.



Integration is not about keeping your teams separate. It’s not about

giving the ‘envelope people’ five minutes at the end of the new-business

presentation, nor is it about using the same typeface across all media

and then offering this up as some kind of proof of an integrated

marketing campaign. As if anyone would.



No, in the end, it’s all about ideas. Ideas that enhance and support the

brand, ideas that work together, ideas that are relevant to the medium

they’re in, that stand on their own and do not need to apologise for

their existence.



So, in looking at this work, we’ve gone looking for the ideas. Whether

they’re good, bad, indifferent, you be the judge. Here are our views:



First up, a responsive advertising campaign for Northcliffe Newspapers.

Got something to flog? Give them a call, they’ll stick an ad in their

paper for free, you pocket the wonga. Easy. Take it away, boys. ‘Easy

Cash, Overnight Wealth, Free Money’ scream the headlines. You can’t miss

them. They’re big, bold and brassy. You can’t miss that telephone

number, either. One quibble: the team could probably have got to the

call-outs quicker and worked a little harder to make the flow of the

lines more seamless (see old Haagen-Dazs ads). That aside, the ‘quick

and easy’ message is consistently carried through TV and radio and our

guess is the work’s been done by the same team - as far as integration

goes, here’s an agency that practises what it preaches.



Next out of the bag, Audi. The work for this marque has been

consistently good (brilliant, even). The groaning shelves in Soho are

testament to that. So why aren’t we creaming ourselves over the latest

offering? Encourage test drives by telling everyone that the new Audi A6

is Formula 1 tested. Exciting stuff. The great challenge for those

agencies with staggeringly high standards is to better what you’ve done

in the past, and while there’s nothing wrong with the press, whether it

will run rings round the competition is open to question. Here are a few

lines from the mail pack: ‘Silverstone, Hockenheim, Monaco, Imola...our

most demanding testing grounds...places that Audi look to for

inspiration.’ I guess we feel that for a car that is inspired by the

race track, this pack is just a tad conservative.



Moving quickly on, a charity campaign for the Children’s Society. Heart-

rending, gut-wrenching, soul-searching images with guilt-inducing,

conscience-prompting headlines. Shock me into parting with my money, why

don’t you. What’s this? Images that don’t shock, language that doesn’t

accuse, yet a message that is still strong and very persuasive? A

talking poster, no less. Using something called laser beam technology,

you actually hear the children voicing their own fears about drugs and

crime and homelessness. In among all the noise and clutter, a still

small voice of calm. Excellent. Our only beef? Now that we know and want

to do something, there’s nothing on the posters to tell us what to do.

You had us, but you let us go. We’re gone.



Arthur Parshotam and Roddy Kerr work at Craik Jones Watson Mitchell

Voelkel



NORTHCLIFFE NEWSPAPERS (TV, RADIO AND PRESS)



Agency: TBWA Direct

Client: Northcliffe Newspapers

Objective: Grow the classified advertisement space in newspapers

Account handling: Matthew North

Copywriters: John Vinton, Jocelyn Fiske

Art director: Ray Howard

Creative director: Ian Sishton



AUDI A6 (PRESS)



Agency: Bartle Bogle Hegarty

Client: Audi

Objective: Encourage test drives by telling everyone that the new Audi

A6 is Formula 1 tested

Account manager: Richard Exon

Copywriter: Jon Lilley

Art director: Andy Bundy

Photographer: Russell Porcas



AUDI A6 (DIRECT MAIL, SMALL SPACE AD)



Agency: Limbo

Client: Audi

Objective: Encourage test drives by telling everyone that the new Audi

A6 is Formula 1 tested

Account manager: James Davis

Copywriter: Simon Antenen

Art director: Mike Cavers

Photographer (f/c only): John Lawrence Jones



CHILDREN’S SOCIETY (POSTERS, SMALL SCALE PRESS WORK, BOOKLET)



Agency: Impact FCA

Client: Children’s Society

Objective: Mobilise support for children

Account handling: Fiona Prigmore

Copywriter: Shaun McIlrath

Art director: Ian Harding



This article was first published on campaignlive.co.uk

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