NEWS: Labour MPs attack party’s advertising for being too bland

The advertising battle between the Conservatives and Labour took a new twist this week when some senior Labour politicians criticised their own party’s ads as ‘too bland.’

The advertising battle between the Conservatives and Labour took a new

twist this week when some senior Labour politicians criticised their own

party’s ads as ‘too bland.’



The MPs, who are opposition front-benchers, are worried that a pounds

200,000 poster push by BMP DDB setting out Labour’s five key policy

pledges is too timid in the face of M&C Saatchi’s ‘New Labour. New

danger’ blitz.



BMP is using white-on-red posters and simple slogans such as ‘New start’

and ‘New prosperity’ (Campaign, 13 September).



But one Labour front-bencher said: ‘I think they are too bland to be

making much impact against the Tories’ ‘eyes’ campaign, which has

certainly got noticed.’



Another said: ‘Our ads look more like a cautious and boring campaign for

the Central Office of Information than for a political party.’



While the Conservatives will be delighted with the internal Labour

criticism, Tony Blair’s senior strategists this week defended the

campaign and ruled out a U-turn.



One Labour source said: ‘We are aware of this point of view, but it is a

minority one. We are convinced that it is right to have a positive

approach and that the public has welcomed the contrast with the Tories’

negative, anti-Labour campaign.’



Labour’s research shows that, while the Tory barrage may have sown some

seeds of doubt about New Labour, it is hugely unpopular because it is so

negative.



‘We welcome the fact it has been talked about,’ one Labour adman said.

‘In our view, this innoculates people against the message the Tories are

trying to put across. It might be more effective if it was not so high

profile.’



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