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Opinion: On the Campaign Couch ... with JB.
Q: Dear Jeremy: Moray MacLennan, the outgoing IPA president, urged adland to stay confident and upbeat in January. It's a bit like someone saying: 'Smile, it might never happen.' What are your tips for staying confident and upbeat?
A: Advertising agencies are professional optimists. That's why they exist.
Take the client company whose sole product is thermal paper for fax machines. Finding business sluggish, they put their advertising account up for review. Times being what they are, 15 agencies scramble to be included on the shortlist. Not one suggests that the client's problem may be product-centred. All paint a rosy future for thermal paper for fax machines - subject, of course, to repositioning, rebranding and spending a million or two on this category-breaking, envelope-pushing, multi-platform communications programme.
Agencies are constitutionally incapable of saying: 'Thanks for coming in, but however much you spend, nobody will want thermal paper for fax machines ever again - so get real.'
So, of course, we all have to remain confident and upbeat. It's surprisingly easy as long as we perpetuate our proud tradition of ignoring the facts.
If it became generally known that the advertising world had become realistic, it would surely precipitate global meltdown.
Q: Dear Jeremy: My client is under huge cost pressures and this means she can't fill a key vacancy in her marketing department and it's causing problems. Her solution is to ask us to provide an 'implant' who would remain on our books and be charged to them as a consultant, thus getting round their clampdown on headcount. Obviously, I'm keen to do this as it would not only do a big client a favour, it would give us an inside track on what's going on, plus we'd make a turn. However, she's nominated one of our key people who's not that keen - the client's offices make The Office look stylish - and he wants more money to take it on. The other problem is what happens at the end of the contract if our guy doesn't want to come back and is lured away by one of the other agencies on the roster? Or, worse, he actually gets to like being client-side, goes on some kind of power trip, stays there, and turns gamekeeper on us? I'm having my quarterly dinner with her managing director soon and I'm thinking I ought to blow the whistle on the whole thing. But before I do, any wise words?
- The new driver in fax. (plain paper fax; includes related article on computers...
- Magazine article from: Black Enterprise Raymond, John December 1, 1992 700+ words
...such technology isn't new. Fax machines capable of printing documents on...bond paper instead of conventional thermal paper were introduced into the mass market...formatting options with plain-paper fax machines with laser printing technology...
- Using fax machines can lower receivable days. (patient accounts) (column)
- Magazine article from: Healthcare Financial Management Rode, Dan February 1, 1990 700+ words
...faxed to providers. Fax machines also can be used to...FEATURES. Although fax machines can be inexpensive...example, most faxes use thermal paper, which tends to fade...needed. Plain paper fax machines use paper that does...
- Expanding Phenomenon: Fax Machines Begin to Invade the Home. (Originated from...
- Newspaper article from: Knight Ridder/Tribune Business News Hirsch, Jerry January 30, 1994 700+ words
...calls nationally are between fax machines. Japan is experimenting...the nation's 25 million fax machines and computer-based fax...switched to plain-paper fax machines. They start at about $600...faxes daily. New, thicker thermal paper developed by Brother and...
- Fax machines now in Post Office lobbies with one week of free use, June 25-July...
- Press release article from: PR Newswire June 19, 1990 700+ words
FAX MACHINES NOW IN POST OFFICE LOBBIES...machine paper, not the thermal paper so common in many machines...Office, 1905 - 15th St. Fax machines are also available at...roller assembly of other fax machines). Customers touch the...
- New technologies. (fax machines and microcomputers in libraries)
- Magazine article from: Computers in Libraries Welsch, Erwin K. November 1, 1989 700+ words
...button. Libraries have used fax machines, in one form or another, for...machines: special and costly thermal paper, inability to transmit photographs...microcomputer. As with stand-alone fax machines, the first ones were slow and...
- Appleton Applauds U.S. Commerce Department Decision to Sanction Unfair Imports...
- Press release article from: PR Newswire May 7, 2008 700+ words
...decision to sanction subsidized imports of thermal paper from China APPLETON, Wis., May 7...investigation of imports of lightweight thermal paper from China and Germany. The Department...producers and exporters of lightweight thermal paper sold the product in the United States...
- POSPaper.com Introduces Recycled Thermal Paper Rolls to the U.S. Market.
- Press release article from: Business Wire June 30, 2009 700+ words
...first companies to introduce recycled thermal paper rolls to the U.S. market. By doing...municipalities. The introduction of recycled thermal paper rolls is an important step in making...greener place for all involved. Recycled thermal paper consists of 50% post-consumer waste...
- Correction To Ricoh To Transfer Thermal Paper Technology Overseas. (CORRECTION)...
- Press release article from: PR Newswire July 28, 1989 700+ words
...headline should be RICOH TO TRANSFER THERMAL PAPER TECHNOLOGY OVERSEAS sted of RICOH TO ADVANCE THERMAL PAPER TECHNOLOGY TO EUROPE AND THE U.S...repeated below: RICOH TO TRANSFER THERMAL PAPER TECHNOLOGY OVERSEAS TOKYO, July 27...