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Close-Up: On the Campaign Couch ... with JB.(answers from Jeremy Bullmore)
Q: I have just appointed an ad agency to help launch what is a pretty commercially sensitive product. I know it is keen to tell the trade press about the win but if it does then our competitors will know what we're up to. How can I ensure this doesn't happen and how should I deal with the agency if it does leak out?
A: Summon the agency's chief executive to your office. Tell him that if the news of the appointment leaks, his agency will automatically be assumed to be responsible. Since any competitive advantage you might have enjoyed will have been squandered, you will sue him for the pounds 73 million opportunity cost. Remind him that the trade press will be unlikely to be sympathetic since they will know your charges to be true. See below.
Q: We have just won a fantastic piece of business worth pounds 10 million. The client has sworn us to secrecy, making us sign all sorts of confidentiality agreements. Leaking the win will considerably raise our profile in the industry though. Is there any way we can leak the story without the client realising it was us?
A: I can't help wondering just what sort of profile it is that you want to raise.
Perhaps you want to be widely recognised as the agency that puts its own reputation before the commercial considerations of its clients? Perhaps you long to be known as the agency that signs legally binding documents with the full intention of ignoring them? Perhaps you yearn to be fervently admired as an agency of principle - your principal principle being that anything goes as long as you never get found out?
If these are your corporate goals, I strongly recommend you to leak your fantastic news to the trade press.
Let us for the time being leave aside any wimpish considerations of legality and conscience. You're clearly not only morally bankrupt, but also deeply dumb. What makes you think that you can leak high-octane news to the trade press without the trade press knowing that high-octane news is being leaked?
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I believe that, at the very centre of every great brand, if it is to remain a great brand, there needs to be a product champion: a constructor, a maker, an engineer, a chemist, a brewer, a butcher, a product designer, a chef, an editor, an inventor, a nerd, a boffin, a maker of things. Someone who
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...for the first time recognized a member of the trade press as "Trade Press Editor of the Year." The award was presented...magazine, during JIC's special luncheon for the trade press. "Hedda personifies this award," said John...
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- Magazine article from: Jewelers Circular Keystone October 1, 2008 700+ words
...chief, has been honored by the Jewelry Information Center as its 2008 Trade Press Editor of the Year. The presentation was held July 29 at JIC's annual trade press luncheon in New York City. 'Tina has been a tremendous supporter of Jewelry...