CAMPAIGN DIARY: I’M ONLY A PUNTER BUT

It was me! Oh no it wasn’t! Oh yes it was! An excerpt from Cinderella, perhaps? Or even Babes in the Wood? Alas, no. This is a snippet of the pantomime that plays out in the pages of Campaign virtually every week.

It was me! Oh no it wasn’t! Oh yes it was! An excerpt from

Cinderella, perhaps? Or even Babes in the Wood? Alas, no. This is a

snippet of the pantomime that plays out in the pages of Campaign

virtually every week.



This is where the various creative alumni vie for the approbation and

celebrity of being identified as the unequivocal inspiration behind a

particular commercial or campaign idea.



I may be only a punter, but do I give a toss? What does it really matter

who invented the strapline for Strand cigarettes (who indeed?), the Do

It All jingle or the unforgettable Shake ’n’ Vac ad? Hello boys, take it

easy. Besides, who is the copywriter of the Silk Cut ads? I think we

should be told.



You see, it strikes me that there are as many people seeking to claim

credit for our modern day Heineken and Benson and Hedges ads as there

are brand managers being interviewed by headhunters, who alone purport

to have conceived of Pepsi Blue, the Tesco ClubCard and Two Dogs. (Well,

two out of three ain’t bad.)



Why don’t we resolve to put the agency at the forefront of the

credit?



This includes the account or new-business team that landed the client or

pitch in the first place; the planner that wrote the creative brief; the

art director and the resident agency ’guru’ and so on. It is the agency

that garners clients for creatives to vent their spleens upon. It is the

agency that fosters the environment, initially recruits them and, as

they graduate, pays them the outlandish sums of money to which they hope

to become accustomed.



But for all this, what I want, what I really, really want, is

recognition for the effectiveness of good advertising. Is the client

getting value for money? For that matter, is the brand, through its

advertising, being talked about? And are my fellow punters coming back

for more? These are the things that really matter and, as in the

pantomime, it’s the whole ensemble (ie the company) that gets to take a

bow.



Send your rants (around 300 words, please) to Diary Editor, Campaign,

174 Hammersmith Road, London W6 7JP



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