A seemingly beastly campaign is currently being waged against top
industry creatives, aimed at deflating their egos and generally making
them feel rather sensitive.
The drive involves targeting them when their resistance is arguably at
its lowest - when they’re down the pub.
Somehow someone has discovered their favourite watering holes and is
producing a series of tightly targeted beermats that bear messages
taking a direct swipe at their abilities.
’Your ads aren’t very memorable, Tom,’ reads the slogan on one mat lying
on a table in the Abbott Mead Vickers’ copywriter, Tom Carty’s, local.
’Neither are yours, Walt,’ it says on the reverse, specially for Tom’s
partner, Walter Campbell.
’John Hegarty, your ads aren’t memorable enough,’ reads another, while
others are directed at Alfredo Marcantonio, Paul Weinberger and Peter
Souter. The campaign kicked off last night at the Star in Belgravia,
scene of one the 50th birthday bashes of AMV’s Alfredo Marcantonio.
Being of a sympathetic nature, however, the Diary can put you all out of
your misery. The initiative is the idea of Steve Harrison at O&M Direct,
which has been given the task of launching a new service called Freepost
Name for the Royal Mail - an alternative response mechanism to 0800
numbers whereby an advertiser such as Ford simply puts ’Freepost Ford’
at the end of a TV or radio ad.
The beermat campaign is a means of raising awareness with the creative
fraternity and getting them to use the new service.
That way their ads will be more ’memorable’, see. Or, at least, the bit
at the end will be.