Feature

Diary: Web witter

On the historically fickle smoothie-maker Innocent calling another pitch (from Campaignlive).

- Pat Guise

A pitch or just an ingenious approach to crowdsourcing ideas?

- Chris Arnold

Innocent should pick a smaller up-and-coming independent creative ad agency. Especially one with strong ethical values, rather than any big shops. Innocent started out that way and that energy is what drove them towards success. If they use a big agency, they won't get that enthusiasm, passion and innovative thinking that smaller shops have.

- Paulc-c

March 2009, Delabriere joins. April, Coca-Cola takes 10 to 20 per cent stake. July, Fallon appointed. January 2010, first campaign runs. April, Coca-Cola takes 58 per cent share. Review. Pitchlist: Mother (Coke), Rainey Kelly Campbell Roalfe/Y&R (Danone/Delabriere). Outcome: Fallon pulls a rabbit out of the hat but Mother wins, Delabriere moves on inside of a year.

- Max Harrington

Chris, I guess that's a pitch for Creative Orchestra to be on the pitchlist. Guess no-one knows more about ethics and I love your new television ad for that yoghurt. A friend of mine left Innocent last year and said they have lost most of that pioneering spirit and become too corporate as they have hired lots of staff from big brands. Like all innovative brands, they finally get too big and too corporate, hire big agencies and it all goes downhill from there.

- Grilla Login

Max, re ethics - guess again.

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