If you had the misfortune to wander through London’s Soho Square
last Wednesday morning, you might well have seen ad agency CDP limbering
up for a hard day’s work Japanese-style.
The effort was in aid of the agency’s latest project - the launch of the
Japanese health energy drink, Lipovitan. While the CDP staffers flexed
their muscles, a giant inflatable Lipovitan can lurked in the background
and gold-clad Japanese people handed out free samples.
CDP’s exercise routine comes highly recommended by its Japanese owners,
Dentsu, as does Lipovitan itself.
In fact, CDP gave integration new meaning by arranging everything from
VAT registration and distribution to sampling - and they even squeezed
in a bit of advertising as well. Far be it from Mix to dampen the
spirits of the Soho Square stalwarts - but didn’t you read about the
Japanese ad executive who recently died of overwork?