CAMPAIGN DIRECT: REVIEW (IN ASSOCIATION WITH ROYAL MAIL)

Have you noticed how harsh some of these reviews are becoming? Well, there’ll be no vitriol here today. Nope. I’ll be following the line Tony Brignull once recommended when doing Private View: ’If you can’t say anything nice, don’t say anything.’ OK, first up is Forte Posthouse ...

Have you noticed how harsh some of these reviews are becoming?

Well, there’ll be no vitriol here today. Nope. I’ll be following the

line Tony Brignull once recommended when doing Private View: ’If you

can’t say anything nice, don’t say anything.’ OK, first up is Forte

Posthouse ...



Only joking. Honest. No, I’ve noticed these in the newspaper and there’s

some courageous art direction which dares mirror the brutal

utilitarianism of your average Posthouse hotel. The campaign itself is

very clear on ’all the right reasons’ for choosing this chain: ’free

weekend breaks’, ’your partner stays free’, ’executive class’, ’over 80

prime locations’. Yes, all those offers and features are clear enough,

all right.



It’s the same with the mailpack and inserts from PPP - ’free for the

first month’, ’save up to 20 per cent’, ’a weekend in Paris’, ’pounds 25

worth of Marks and Spencer vouchers’. They’ve obviously concluded that

the big competitive advantage for PPP lies in giving things away. The

danger is it might just be copied by others. No matter, it is

unmistakable what’s on offer from PPP, isn’t it?



There’s a lot of shushing going on in some bright and breezy advertising

for the French clothing catalogue, Trois Suisses. But once their

reticence is overcome, it’s clear that the secrets they want to share

are not about French style but ’a free all-weather jacket’, ’15 per cent

off your next purchase’, ’free 18-piece cutlery set’, ’free pounds

50,000 prize draw’, ’three free mini French lipsticks’.



They aren’t giving anything away with the new Ford Puma, so why should I

possibly want to buy one? Well, because it’s Bold, Different, Spirited,

Exhilarating. I know this not because I’ve seen a lovely picture of the

car but because it tells me in 28-point magenta, lime green, turquoise

and orange type. Fair enough, must be true. Sorry for asking.



Similarly I know that Barclaycard now gives me Control, Freedom,

Potential, Simplicity and, to prove it, I am shown some good photographs

of a man juggling on a mountain, a dolphin leaping out of the sea, a

handful of soil with a little plant growing out of it, and a glass of

iced water.



All these and more are reproduced on excellent quality stock which gives

these leaflets an upmarket feel.



And that’s about it. Oh, by the way, that was good news, wasn’t it,

about the Incorporated Society of British Advertisers’ survey which

shows that clients are switching their budgets below the line and

choosing agencies on the basis of creativity.



I can only assume they’ll be judging their direct marketing creative by

the same criteria they use on their advertising, one of the obvious

fundamentals being: is there a persuasive idea in evidence? I hope they

won’t be too harsh in their criticism when they can’t find one.



FORTE POSTHOUSE

Agency: Redman Jones

Client: Forte Hotels

Objective: Increase brand awareness

Account handling: Stephen Cooper

Copywriters: Stuart Walburn, Mick Davies

Art director: Stuart Walburn

PPP HEALTHCARE

Agency: WWAV Rapp Collins

Client: Greg Gaffney, direct acquisition controller

Objective: A member-get-member communication

Account handling: Nicola Shellard

Copywriter: Richard Mitchell

Art director: Jerry Gomez

TROIS SUISSES

Agency: WWAV Rapp Collins

Client: Quentin Desurmont, deputy managing director

Objective: Launch exciting fashion direct from France in the UK

Account handling: Kay Handscomb, Cherie Chamberlain

Copywriters: Rob Steeles, Nick Kavanagh

Art director: Caroline Jaggard

FORD PUMA

Agency: Wunderman Cato Johnson

Clients: Brian Wade, Joanne Sheehan

Objective: Pre-announce launch to qualify leads for the actual launch

pack mailing

Account handling: Meena Kumar, Neil de Beger, Philippa Dixon

Copywriter: Andrew Watkinson

Art director: Chris Rawlings

BARCLAYCARD

Agency: Barraclough Hall Woolston Gray

Client: Helen Campbell, marketing executive

Objective: Stimulate Barclaycard customers to apply for individual

products

Account handling: Helena Dunleavy, Rachel Moore

Copywriter: Barney Cockerill

Art director: Nick Platt



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