PRIVATE VIEW: Jeremy Sinclair, a founding partner at M&C Saatchi

BIBENDUM WINES
Project: Argento
Client: Scot McRae, brand manager
Brief: Establish Argento as the definitive Argentinian wine brand in the
UK via its genuine regional credibility and quality
Agencies: Duffy and Fallon
Writer: Adam Whitaker
Art director: Adam Whitaker
Typographer: Adam Whitaker
Photographer: Adam Whitaker
Exposure: Wine press and 96- and 48-sheet posters

BBC
Project: World Cup 2002
Client: Guy North, head of BBC sport marketing
Brief: Become the brand most associated with the World Cup
Agency: DFGW
Writer: Brendan Wilkins
Art director: Paul Hancock
Director: Peter Candeland
Production company: Passion
Exposure: BBC TV

SCOTTISH COURAGE
Project: John Smiths
Client: John Botia, power brands director
Brief: Reconfirm John Smiths as a no-nonsense, British pint
Agency: TBWA/London
Writers: Paul Silburn, Rob Webster, Chris Kelly, John Allison and Chris
Bovill
Art directors: Paul Silburn, Rob Webster, Chris Kelly, John Allison and
Chris Bovill
Director: Daniel Kleinman
Production company: Spectre
Exposure: National and satellite TV

THE SAMARITANS
Project: The Samaritans
Client: David Richards, marketing director
Brief: Increase the profile and level of public support for The
Samaritans during The Samaritans Week by highlighting the breadth of
service that it provides
Agency: Ogilvy %26 Mather
Writer: Mark Fairbanks
Art directors: Steve O'Leary and Steve Davies
Typographer: n/s
Photographer: n/s
Exposure: National press

UNITED AIRLINES
Project: United
Client: Jerry Dow, worldwide director of marketing and advertising
Brief: Reposition United across Europe to differentiate the brand from
intense competition of the American Carriers and Flag Carriers and
provide business flyers with compelling reasons to choose it
Agency: Fallon
Writer: Simon Roseblade
Art director: Glenn Gibbons
Director: Fredrik Bond
Production company: Harry Nash
Exposure: European TV

HOLIDAY INN
Project: Holiday Inn
Client: Rob Hancock, vice-president, brands
Brief: Demonstrate that business guests will be better prepared for
business if they stay at a Holiday Inn
Agency: Leo Burnett
Writer: Jack Stephens
Art director: Rob Nielsen
Director: Johan Tappert
Production company: Rogue
Exposure: National TV

Before opening the pile of ads: please, God, may they be good. Please, please.

You see, gentle reader, I did this job once before, long, long ago, in the days of Bernard Barnett. Be positive, they said, be helpful, don't, whatever you do, slag them all off.

Well, as luck would have it, the selection then was abysmal. If they'd all been in someone's portfolio, you'd have said: "Give up, my friend, advertising's not for you."

Anyway, so upset was the industry's esteemed journal that my article never appeared.

Bernard himself wrote a piece instead, and even he, good-natured soul that he was, struggled to find ways to praise the efforts on review.

So, this time, please be good.

Argento is a drink being promoted on posters. It is the Real Argentina, as opposed to the unreal one on the left, I think.

The Samaritans used to do great ads encouraging people to call if they were down. This campaign encourages you to call if you can give time or money. The main plus is the ads have a freshness; they don't look too like ads. Let's hope they work. It's a good cause. The number is 0870 9000032 if you feel like giving.

Now on to TV. The work for United Airlines and Holiday Inn follow similarish themes in that they highlight the negatives of business trips - either the flight or the hotel. Both are nicely observed, both capture the situation well and make you think: "Yes, that's how it often is." That said, I am not too sure that the fact that they've identified the problem convinces me that they have the solution. Both have voiceovers saying they have more leg room or more pillows in the bedroom, but there's a niggling doubt that sales won't rocket off the graph. I hope I'm wrong, let me know.

BBC. The plot here is that the World Cup winning team will be the heroic BBC commentators.

Finally, John Smiths. The packaging warned that these were suitable only for people with a sense of humour, which is dangerous, because you do approach them saying: "OK, be funny. Well, in a grotesque, laddish and callous way, they are. They are delightfully politically incorrect. One spot has the hero bunging his mum (55) into an old folk's home. He says he a) needs her room for a snooker table and b) her moustache (invisible) is upsetting his children. The theme is No Nonsense. It is certainly that.

Phew! Not too rude I hope. And if someone had come with all these in their portfolio, what would you have said? Keep going. Perhaps try and avoid the easy negative, and accentuate the more difficult positive.

It's where the big rewards are.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).