OK, I think this is a really interesting conversation item and I'd better hear from American Copywriter ON THEIR A.W.O.L. Podcast. Damn, I wish I'd been able to discuss this George Parker on ATS #68 which is due to come out some time this week.
Leo Burnett recently lost the Altoids account, which went to Hal Riney in SFO.
So in the trades this week, they ran this spread (click to view):
It basically lists all the great, award-winning work and runs with the following copy: Thank you Altoids for 12 great years.
So here are my questions:
- Is this a genuine thank you or rather a big bird? I must admit it comes off with a sour grape taste
- Either way, LEO is putting a stake in the ground. They're defending the fine work and in today's terms, a LONG engagement. They're doing what MOST agencies don't do...they're walking their talk (Bravo!) and actually using ADVERTISING (the horror!) In which case, do you like the ad? :)
- But ultimately, are they missing the point? And by point, I mean pencil as in gold pencil as in awards as in "success is much larger than just advertising?" In other words, did great creative always translate into great sales?
- And either way, is it fair to task the agency with the ultimate accountabilit of sales when in reality, there are so many extraneous factors/variables always in play?
What do you think? I really believe this opens up a great discussion meme.
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