Commercial Celebrating Life Draws Fire from Many in Advertising World

January 25, 2010

Judging from the Ad Age Web site comments, a Super Bowl commercial titled “Celebrate Family, Celebrate Life” is highly controversial and upsetting to many.

The 30-second spot features University of Florida quarterback Tim Tebow and his mother. Tebow, the first sophomore to win the Heisman Trophy, is an outspoken pro-life Christian who’s not shy about sharing his faith publicly. The spots were purchased by Focus on the Family, a favorite boogey man for those who despise traditional values.

An Ad Age article about the spot frames it in the context of other controversial Super Bowl ads, some of which were downright outrageous and in extremely poor taste. I guess it’s a sign of the times that celebrating life and family falls into that category.

This spot has struck quite a few nerves and received tons of publicity before it even airs. Which make for a pretty good ad, don’t you think?

http://adage.com/superbowl10/article?article_id=141581#comments

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.


Accenture Replaces Tiger Woods with Animals in Ads

January 14, 2010

This was too good to pass up. After posting my comments yesterday that it’s safer to link a company with an animal “spokesperson” such as a gecko, duck or cow than with a celebrity, today I learned that after six years of a sponsorship agreement with Tiger Woods, Accenture is replacing his image with a line up of animals.

According to an article in yesterday’s Wall Street Journal (which I just saw referenced in another publication this afternoon), “After nearly a month of focus-group testing and production work, Accenture is rolling out the new global marketing campaign this week. The creatures, which include an elephant, a chameleon and some frogs and fish, will star in a series of TV, print and online spots. They also will appear in airport ads in 28 countries.”

Wonder if this is the start of a trend where other companies will soon be following the herd?

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.


Celebrity Spokespeople Can Cause Headaches for Ad Agencies

January 13, 2010

Another one bites the dust. The Associated Press recently reported that Hanes has dropped its advertising campaign with Charlie Sheen because of domestic violence charges filed against him.

His wife allegedly told police the actor put a knife to her throat and threatened to kill her, charges that Mr. Sheen denies.

“Given the publicity, it makes sense to not air those ads…” AP quotes a Hanes spokesman is as saying.

As the companies that used Tiger Woods for endorsements learned in the last couple of months, associating one’s brand with a celebrity can have great downsides as well as rewards.

When it comes to linking a client with an outside influencer, ad agencies will find ducks, geckos and cows a safer bet.

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.


Tampa Bay Business Journal Explores Ad Agency of the Future

December 28, 2009

Robert Yaniz Jr., editorial assistant for the Tampa Bay Business Journal, recently interviewed three local ad agency principals about their thoughts as to how ad agencies will change in the years ahead.

Among the trends: Angela Massaro-Fain, founder and president of Grapevine Communications, believes there will be more boutique agencies, with most of the creative, media planning and public relations talent being outsourced.

Patricia Courtois, a partner at Eric Mower and Associates, says, “Advertising agencies are going to have to raise their digital IQ significantly,” adding that all team members will need to be well versed in traditional and non-traditional methods of communication.

But the comment I found most insightful came from Tony Ceresoli II, president and CEO of Ad Partners Inc.: “In order for ad agencies to thrive in the future, they will have to become experts in new, social and traditional media.

“Clients are weary of ad agencies that claim to have a handle on new and social media but don’t even use it for their own businesses.”

Right on. Absolutely. I couldn’t agree more! While no one suggested or recommended abandoning traditional media, the reality is that advertising agencies simply cannot continue to do business old-school style and expect to be successful. New and social media will only grow and increase its influence.

If your agency is still playing catch up, a good New Year’s resolution would be to make 2010 the year you and your team gets up to speed on new communication technologies and social (interactive) media.

To read the article, visit: http://tampabay.bizjournals.com/tampabay/stories/2009/12/28/focus2.html?b=1261976400^2635101

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.


Tiger Woods Fiasco Has Important Lessons for Ad Agencies

December 17, 2009

Until now, I’ve resisted weighing in on Tiger Woods’ marital woes. Like a lot of people, I already know more about his escapades than I wish I did. Still, there are some important lessons ad agencies can glean from this fiasco.

I can’t recall ever seeing a person’s reputation fall so quickly and dramatically, followed closely by sponsors dropping this hot potato left and right.

I found it interesting that earlier this month Ad Age ran a story saying some people in the sports-marketing industry were speculating that Tiger’s newfound notoriety “might actually redound to the benefit of the brands he endorses.”

One PR expert suggested Tiger could rebound if he and his wife stay together and he keeps winning. Apparently, winning covers a multitude of sins, at least according to this line of reasoning.

Well, it hasn’t quite turned out that way for Tiger, and now there are question as to whether he will ever play golf again professionally.

One of the most obvious lessons to be learned is that in a crisis, stonewalling doesn’t work very well. Especially when you’re someone famous, the media will dig out the truth and put you in a reactive mode.

A second lesson is the risk companies take in sponsoring an individual. When Tiger’s favorability ranting in 2000 was the highest in poll history at 88%, having a close corporate tie no doubt seemed like a good idea. In the latest USA TODAY/Gallup Poll, his favorability dropped to 33% — a 55-point swing from his peak.

Perhaps the most important lesson, though, is that in an age when tolerance reins supreme, there still are some things most people won’t tolerate from celebrities, and repeatedly cheating on one’s spouse with multiple partners is one of them.

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.


Foursquare Will Have Ad Agencies Buzzing

November 30, 2009

It’s been called the Twitter of 2010, which gives Foursquare a lot to live up to.

This new social networking site is the ultimate way to enhance consumer-business relationships online. Foursquare provides reward points to users when they visit local merchants, and if a user checks in a particular place more than others, he or she is honored as the Foursquare Mayor.

Since its launch earlier this year, Foursquare has acquired more than 100,000 users in more than 100 cities worldwide.

“Users are alerted when their friends check in to different places. They can give tips about their dining or shopping experiences and can list their favorite hangouts. Foursquare also lets users know who else is checked in at a particular hot spot,” according to an article in The Tennessean.

To read more, visit: http://tinyurl.com/yhn8dux

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.


ACLU Campaign to Promote Its Selective Tolerance

November 25, 2009

This is my 100th post, and it’s a bit different than what I usually write about. Below is an editorial I submitted to my local paper, The Tennessean, in response to a front-page puff piece about the ACLU in Tennessee. It ran in today’s edition. You can read the article to which I responded here: http://tinyurl.com/yg22jkw.

Although I didn’t address this directly in my response, The Tennessean article indicates the ACLU plans a big campaign on rights. Because I often write about perceptions, it seems appropriate to mention here the irony of an organization that has led an unprecedented assault against religious expression attempting to position itself as the guardian of our rights.

I have no doubt the ACLU’s campaign will be slick, well funded and extraordinarily misleading.

As we celebrate the Thanksgiving holiday, one of the things I’m especially thankful for is the freedom we are blessed with in America. We must be ever vigilant to protect these freedoms as there are many working to take them away and reshape our nation in a way our Founding Fathers never intended.

Here’s my response:

ACLU Tennessee Executive Director Hedy Weinberg was raised believing she has “a responsibility and a role to play in creating a just and fair community.” [The Tennessean, Nov. 22, 2009].

The question is, how do we define what is just and fair for a community, and if there is disagreement whose values should be upheld?

She claims to support “what our founders wanted,” so let’s review what they said and believed about religious freedom. The Declaration of Independence explicitly states that all men “…are endowed by their Creator with certain unalienable Rights….”

Our Founding Fathers clearly recognized there is a God and that whatever rights we have are derived from Him rather than government. They also understood the important role religion plays in making a just and equitable society possible.

The Bible has formed the basis for much of our law, and Judeo-Christian ethics have guided our republic for more than two centuries.

In a 1990 speech titled “The Constitution and Religion,” Chief Justice Warren Burger stressed the importance religion has played in our nation, noting how President George Washington and other leaders frequently called for divine guidance for America.

Mr. Burger seemed to understand something the ACLU does not: there is nothing improper about the acknowledgment of God and religion by government. The First Amendment simply states, “Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof…”

Yet the ACLU has consistently sought to turn this language on its head and use the Establishment Clause as a club to drive religion from the public arena.

The ACLU’s selective tolerance has led to lawsuits against the Boy Scouts of America because members profess belief in God and because it barred homosexuals from becoming scout leaders. It has sought to deny parents rights to protect their children from some of the worst forms of pornography, fought to remove historic religious symbols and bullied public school officials into censoring student religious speech.

Whether the issue is “hate-crime” legislation that punishes pastors who speak out on the biblical view of morality or laws that seek to compel individuals and institutions to betray their religious beliefs on matters such as abortion, religious freedom in our nation is under assault as never before.

What did our Founding Fathers really believe, Ms. Weinberg? Consider Benjamin Franklin’s words: “Man will ultimately be governed by God or by tyrants.”

Link to Tennessean editorial: http://www.tennessean.com/article/20091125/OPINION03/911250359/1007/OPINION/ACLU+fails+to+understand+meaning+of+religious+freedom


Ad Agencies: PRWeb Launches News Release Creation Tool

November 10, 2009

PRWeb has simplified its news release submission process, which is welcome news.

The old method always seemed a bit awkward to me, but now with a streamlined approach users have what PRWeb calls “a What-You-See-Is-What-You-Get (WYSIWYG) experience,” which means users can create and manage content within a news release template.

In the 10+ years it has been around, PRWeb has proven itself to be a very effective way to increase online visibility. Now, the process itself has gotten easier and more user friendly, and new features reportedly will be added in the months ahead.

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.


Ad Agencies Increasingly Pitching Consumers Directly

October 28, 2009

An unintended consequence of the decrease in news media outlets and the shrinking news holes of those that remain in business is that more and more public relations pitches are going directly to consumers.

“According to the website Paper Cuts, which tracks layoffs and buyouts at U.S. newspapers, nearly 30,000 reporters have left the industry since the beginning of 2008. So instead of pitching their stories to reporters, a growing number of marketers are directly engaging consumers through original content they and their agencies are creating,” Michael Bush writes in the October 26 issue of Ad Age.

Bypassing reporters was unthinkable when I started in PR in the mid-80s. You had to live with the journalists covering a particular beat or industry, and find a way to work with them even when they were hostile and biased. Opportunities to respond to inaccurate or distorted stories generally were very limited.

Now days, PR executives have tools such as company Web sites, blogs, PRWeb, YouTube, Facebook and Twitter to tell their stories without them being filtered through news media outlets.

As an example, Ad Age cites Coldwell Banker which, with the help of its PR firm Cooper Katz, launched a YouTube channel in May called Coldwell Banker on Location. David Siroty, Coldwell Banker Real Estate’s senior director for PR, explains how the company uses the channel to post educational videos about the housing market and purchase process as well as house listings:

“We can bypass the media and do videos from our CEO, brokers and agents talking about what first-time home buyers should do. You have a consumer that needs and wants to be re-educated on the nuances of housing. So we post the videos and drive traffic through social media.”

The channel launched with 300 videos and is now at 5,000 with just under 500,000 views.

While marketers such as Coldwell Banker are doing a great job of creating content and taking it to their audiences, this approach can’t provide the same level of credibility as a favorable news media article or the same reach as a national story during prime time.

Traditional media outlets will remain an important part of the PR mix for ad agencies and their clients – it’s just that they won’t dominate the way they used to.

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.


A New Resource for Ad Agencies: AgencyLand

October 14, 2009

Google AgencyLand, which launched in March 2009, is a limited beta test for agencies and third parties in the United States and Canada that manage Google media spending for clients.

AgencyLand helps participating agencies stay current with digital media, as well as create and execute advertising campaigns using Google Solutions.

Users can access case studies, white papers, research findings and industry blogs to help plan, create, place and measure Google media campaigns. There also are on-line courses, quick links and announcements.

I especially like the fact that AgencyLand offers users access to content specific to one’s role, skill level and clients’ needs. To request an invitation, visit www.google.com/agencyland.

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.