The client is unhappy with the current campaign. Whilst in its first week it produced repeat enquiries from two long-tailed tit communes looking to switch providers, and secured a rest-of-life package with some kind of thrush; early research suggests (apparently so – we still haven’t seen it) the ‘brochure’ approach is failing to connect with younger birds, who view it as ‘traditional’, ‘boring’ and ‘not for me’. Which, obviously, is what we said would happen when we challenged their c**ting brief in the first place. So now they want something (I swear this is how they wrote it) ‘more contempy’. Well, it’s their cash. Oh, and no surprises, we’re still not allowed to change the unspeakably putrid ‘Where Birds Come’ line.
Client’s marketing press release: “A dynamic-burst garden proximity campaign with the edge and attitude we’re certain will attract young bird families and drive genuine reappraisal from lapsed feeders ahead of the busy Spring-to-Summer period.”
© Copyright, Steve Mitchell and Fisher Lane, 2012