DIARY: Cheetham Bell takes the difficult route for a few brownie points

Agency creatives are well-known for having their heads in the clouds, but usually they are the last people to want their bodies and souls up there, too. Last week, however, Berghaus, the outdoor clothing company, put a brief on top of a mountain and challenged four agencies to come and get it.

Agency creatives are well-known for having their heads in the clouds,

but usually they are the last people to want their bodies and souls up

there, too. Last week, however, Berghaus, the outdoor clothing company,

put a brief on top of a mountain and challenged four agencies to come

and get it.



Cheetham Bell, the Leith Agency, McCanns Manchester and Osprey Park were

all mug enough to struggle through a blizzard to the summit - and all

for a pop at a pounds 500,000 account.



The incumbent, Cheetham Bell, as the agency of record for the British

Mountaineering Council, deemed itself to have an unfair advantage, so

members heroically set off on a more difficult route, shamelessly aiming

for extra brownie points.



Which all goes to show that behind every advertising slogan lies a

profound truth. Evidently, there ‘ain’t no mountain high enough’ to come

between an agency and a new-business prospect.



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