It seems that woolly balaclava from great auntie Grace is going to
come in handy after all, as I plan to launch a crazed attack on the
Chertsey headquarters of Regus, the ’instant office’ company.
I hope the newly knighted Sir Martin Sorrell will be joining me, since
he is also a cricket lover, and will therefore have suffered the same
barrage of tedious Regus ads that dogged me through my holidays.
Commercials for Regus have aired at least once every 20 minutes
throughout the 20 days of Talk Radio’s test match coverage. That’s about
20 ads a day, which makes about 400 ads over the series. ’You’ll never
be caught out with Regus,’ we were told again and again and again.
What’s more, the commentators have clearly been instructed to bring up
the subject of office accommodation as often as they can, leading to
some very bizarre comments. Only Geoffrey Boycott seemed unable to slip
a reference to ’instant offices’ into a description of a cover
All right, so saturation is one of the weapons in a media buyer’s
armoury, but it is still important to consider how your ads are going to
Regus could have run half or even quarter of the ads and still left an
indelible impression on the average cricket fan. Instead, it went for
saturation and ended up antagonising some of the audience. Good work
from the Talk Radio sales team, but I’m not sure about the buying
It is becoming increasingly hard to grab the attention of the punters -
who are immune to all but the most penetrative advertising - but with a
bit of creative thought, surely blunt saturation tactics can be avoided.