February 25, 2007The fickle biz
Filed Under: Fixing the Ad Agency Mess
|
|
Via Ad Age Alerts:
Cramer-Krasselt, Chicago, has resigned as CareerBuilder's agency of record after a five-year run. In an internal memo issued today, the agency's president, Peter Krivkovich, said CareerBuilder put its account up for review after the agency's Super Bowl ads failed to rank in the top 10 in USA Today's viewer poll.
If all it takes to retain a large piece of business is to "rank in the top 10 in USA Today's viewer poll", then there is more wrong with the business than I originally thought. Where is Janet Jackson's boob when you need it?
My thoughts (or lack thereof) on CareerBuilder's clearly inept commercials are on Episode 70 of Across the Sound. Subscribe here via iTunes.
SPONSORSHIPJaffe Juice – brings a fresh new marketing perspective and commentary from industry thought leader and author Joseph Jaffe. Click here to find out more about sponsorship opportunities. Jaffe Juice continues below... |
TrackBack
TrackBack URL for this entry:
http://www.typepad.com/t/trackback/307546/16391734
Listed below are links to weblogs that reference The fickle biz:
Comments
There will still be agency fratricide to secure the business. Very few agencies have the decency or values to turn down an invitation to pitch. It's a fact.
Posted by: Charles Edward Frith
They shouldn't have walked away from the chimp laser thing then if they wanted popularity then.
The main point in my take on this is if you knew going in that you would shoot for par and rank in the middle of the pack without any Snickers-type negative PR, you'd take that in a second. Most brands would.
No other time of year do ads have to perform against each in this way. Those spots would be perfectly fine any other time. Shows how screwed agency thinking is that they need their spot to be Top-10 spot based on flawed/inadequate polling criteria. 258 people in only two southern cities. Is USA Today kidding?
That a major brand like CB wouldn't know there's more to building a brand than just a higher SB rank is funny.
Ironic that nobody was fired over the brand hit Snickers took. But hey Careerbuilder, they ranked higher than you and that's all that matters, right?
I know, next year, have two gay chimps kissing!
Posted by: makethelogobigger
