DIARY: Abbott Mead trounces Dewynters in spite of several bullish tactics

It’s official: advertising doesn’t work. We’ve got the proof.

It’s official: advertising doesn’t work. We’ve got the proof.



Last week was the final of the London Advertising Softball League

Recreational Trophy, if you didn’t already know, and a team from Abbott

Mead Vickers BBDO was lined up to play against the leisure specialists,

Dewynters.



However, so convinced was Dewynters of victory that the agency mounted

an ad at the Spectacolour site in Piccadilly. ‘May the best team win’ it

scoffed, comfortable in the thought that the winner would be its own

team.



It also placed a press ad in the Evening Standard on the day of the

shoot-out, to put even further pressure on its adversaries.



In addition to this, it had an authentic bookie taking bets and offering

odds of six-to-four on Dewynters winning the match, anticipating the

sort of sure-fire victory everyone expected.



The agency drummed up an impressive number of supporters, bussing in 70

fans for the event, while the Abbott Mead team was cheered by a measly

five people.



But none of this feverish activity or these bold advertising initiatives

helped, because Abbott Mead wiped the floor with Dewynters.



To add insult to injury, the Abbott Mead team also cleaned up

financially, raking in handsome winnings from their bets with the

bookie, who had offered even money on them winning, while the Dewynters

tribe lost more than a few pennies on their unfavourable odds.



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