campaignlive.co.uk, Monday, 13 December 1999 12:00AM
In the mid-80s, Premier Symmetry’s managing director Jackie
Newcombe was trying to win advertising for IPC’s new upmarket food
magazine, A la Carte.
Nouvelle cuisine was all the rage and Newcombe’s editor had issued
strict instructions that advertising had to be aesthetically pleasing
and unlikely to offend posh foodies, who the editor envisaged would make
up most of the readership.
’There were launch parties at Maxim’s and some pretty lofty ideas,’
’The makers of Young’s frozen creme brulee were keen to advertise and -
as it was sold in Harrods - I thought it would be possible to get it
past the editor. Young’s had never advertised before but I persuaded the
company to book eight pages, so I was pretty chuffed.
’But I was quickly deflated when, back at the office, the editor
insisted on having the creme brulee tasted by a panel consisting of
herself and five cronies.
’We drove to Harrods and bought six boxes of the dessert. Three members
of the panel liked it and three of them weren’t so impressed. This meant
it got the thumbs down. I resigned soon afterwards.’
This article was first published on campaignlive.co.uk