NEWS: Dawn French TV push comes in for censure at cable conference

Adam Singer, the president and chief operating officer of the leading cable operator, Telecommunications International Inc, has criticised J. Walter Thompson’s generic advertising campaign for the UK cable industry and suggested the agency assigned a second-rate team to the account.

Adam Singer, the president and chief operating officer of the leading

cable operator, Telecommunications International Inc, has criticised

J. Walter Thompson’s generic advertising campaign for the UK cable

industry and suggested the agency assigned a second-rate team to the

account.



Speaking at the European Cable Convention in London this week, Singer

declared the initiative ‘a good start but, I’m afraid, only an average

campaign’. He added: ‘pounds 10 million will only buy you a B-team

creative in an advertising agency.’



In a plea for more entrepreneurial spirit and innovative thought, Singer

asked: ‘Where are the cable industry’s pounds 500,000 marketing

directors... where are our Bransons, our Greens, our Roddicks?’



Singer accused the UK cable business of being ‘plagued’ by the cosy

corporate philosophies of US and Canadian telecommunications giants.



He added: ‘Winners will win as much because of their culture as their

resources. American and Canadian cable and telecomms operators are

monopolies which have seldom had to fight for a single customer.’



Their attitude contrasted with the aggressive attitude of Rupert

Murdoch’s News Corporation.



Singer called for a cable industry ‘cultural revolution’ to boost the

business’s fortunes. ‘To be an industry, we have to be a community - but

there is little evidence of that,’ he said.



He urged the regulatory authorities to monitor cable and satellite

competition more effectively.



Neither Jonathan John nor Nick Wootton, the creatives behind the ad, nor

anyone else at JWT, would reply to Singer’s comments.



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