But, as they say, desperate times call for desperate measures, and few agencies know this better than Lowe at the moment. In an attempt to hoist itself out of the soup, the agency has adopted an altogether more radical approach to winning new accounts.
It would seem that Lowe has decided to cut out the fluff and go straight to the chase. The first beneficiary of this new strategy was the TBWA/London client PlayStation, which received a Lowe mailing, naffly entitled: "Come and see the stuff Trevor Beattie didn't want you to see."
The mailing focused on the fact that Lowe has recently hired the former TBWA creative team Ed Morris and James Sinclair - both veterans of PlayStation's account. Beneath a picture of the pair, in which Sinclair is sporting a rather natty pair of librarian's glasses, it read: "You'll be familiar with these two. They wrote your multi-award-winning 'double life' commercial. Now they work here at Lowe. And they've brought their ideas with them. Ideas which, by the way, they're very keen to share with you."
Needless to say, the PlayStation client was impressed. So impressed that the first thing he did was show the mailing to Beattie.
In the words of the Wu Tang Clan: "Trevor Beattie ain't nuthin' to fuck wit!" You may remember an incident last year when an agency called WARL Evolution employed a similar tactic to wrench some French Connection business away from TBWA. Beattie responded to this with a very strongly worded letter that was so rude it makes us blush just remembering it.
This time was no different. Apparently, Beattie had to be dissuaded from sending the mailing back to Lowe with "two out of ten" written all over it. A reference to Lowe's score in our Top 300, perhaps?