Between the Lines: Red's marketing lacks logic

When Mother won Bono's brief to promote the Red charity in February, Stef Calcraft, the agency's founding partner, declared it was the most important moment in marketing history.

His words convey the sense of passion felt by the charity's team; the kind of passion that can sometimes override logic.

Indeed, since the marketing of Red began, Campaign's phones have been live with reports of Red's partner companies finding the marketing of Red products very frustrating (page 1).

This was bound to happen. While Red's team feels every ad is for its brand, each partner company knows that the ads must also enhance, and never detract from, their own brands. Jonathan Glazer's spot for Motorola Red couldn't be less relevant to the overall positioning of Motorola.

It seems that while Red feels it is on a crusade that transcends the bothersome details required by marketing departments, those departments are much more aware of what it actually takes to market a product successfully.