BACKBITE

Why are media owners such bad clients? It’s one of the few advertising generalisations that comes anywhere near to being an invariable rule.

Why are media owners such bad clients? It’s one of the few

advertising generalisations that comes anywhere near to being an

invariable rule.



In the past, perhaps because they have had to sit through so much

rubbish paraded by agencies as facts about their business, they resorted

to taking their work in-house and relying on media independents to buy

space and time. Understandable perhaps, but, as a result, they have

earned themselves the reputation of being intractable, unappreciative,

suspicious, mean-minded so and sos (a bit like the journalists some of

them used to be, I suppose).



These accusations are probably a bit harsh for the people at the

Christian Channel, who have been bombarding us over the past couple of

weeks with cryptic teasers from ’God’ to mark the channel’s relaunch

after two years. And yet, as so often happens with carefully thought-out

teaser campaigns, when the work was finally revealed it was a huge

disappointment - and not just because we initially thought the messages

from God had something to do with David Abbott passing the time

fruitfully in his new civilian role.



It was a huge disappointment because the work seems so wrong for its

target audience. Am I alone in thinking that offensive lines such as

’God the Father, God the Son and God the TV channel’ and ’Virgin

Television’ seem more appropriate for Smart Alec TV than the Christian

channel?



Before hands trembling with outrage reach for pen and venom to castigate

me, I would like to make it perfectly clear, as John Major was fond of

saying, that I have no constructive criticism to offer. I suppose one

alternative would have been for the ads to talk more about what the

channel will actually be offering us over the next few months. Now let’s

see ... TV evangelising from the US, bibles by post, that sort of thing.

Like I said, no constructive criticism.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).