CAMPAIGN DIARY: Go to work on an ego

Shy? Hate your shape? Hate your job but too scared to change it?

Shy? Hate your shape? Hate your job but too scared to change


Has your self-esteem gone the way of a Marks & Spencer sales graph? Has

love passed you by?

Fear not. Help is at hand. How do you fancy being cosseted in a country

house for a week with a bit of counselling thrown in? There’s just one

snag. TV cameras will be there to show the watching millions what a

complete saddo you are.

Now you might think that agencies, not renowned for their bunches of

shrinking violets, would be the last places to find the raw material for

the forthcoming BBC series, provisionally called Confidence Lab.

But that hasn’t stopped Kudos, the production company which has come up

with the idea, from approaching the Institute of Practitioners in

Advertising and some leading shops to track down a few


’We’re looking to the ad industry because we want people who are

outwardly successful and confident but suffer inner crises of

confidence,’ James Christie-Miller, a Kudos executive, explains.

’We want people who have lots of front and bravado but who might sit in

their car for 40 minutes shaking with fear before they walk in to a

client meeting.’

About 200 timid types have so far offered to lay bare their inhibitions

for the six 50-minute programmes, which go into production in March. Any

ad people among them? ’The response has been very positive with a number

of agency people calling us up,’ Christie-Miller says, naming no names.


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