A furious row has erupted between MTV Europe and major poster
contractors over MTV’s cheeky launch tactics for its new magazine, Blah
Blah Blah, which involved defacing existing poster sites with ‘blah blah
blah’ speech bubbles.
Mills and Allen, together with several other poster contractors and
clients, have hit out at MTV, outraged by the hijacking of their sites.
MTV is now removing the speech bubbles that were flyposted on to 20
different sites in central London.
Michelle Poole, the UK marketing manager for MTV Europe, has apologised
for the stunt in a letter to David Pugh, the Mills and Allen marketing
The letter reads: ‘The tactic adopted was to flypost only a handful of
sites, 20 maximum. We unfortunately had no warning of what type of sites
would be hit, which is our gross oversight.
‘With this small-scale campaign we hoped to create a buzz surrounding
the launch of Blah Blah Blah magazine. We also hoped the speech bubbles
would not overly detract from any ‘host’ creative. We realised last
week...this is not the case, and hence stopped all flyposting activities
with immediate effect.’
MTV says that removing the speech bubbles does not damage the 48-sheets
and prevents contractors from having to re-post.
However, Pugh commented: ‘We have taken a very serious view of this
recent activity. The costs to us are considerable. MTV has sent us a
grovelling apology, and we will send it a bill for the costs incurred.’