What goes around, comes around. The BBC has recently recruited Ash Makkar, a former Teletext marketer, to oversee the marketing of BBC2, BBC4 and BBC Knowledge. One of Makkar’s principal concerns over the next few years will be to deflate the division’s bloated budget. So it will be no surprise to find, in due course, his eagle eye fastening upon the advertising agency roster. One agency in particular may feel a little vulnerable: Fallon London, which once fired him.
Where do these rumours come from? The latest one circulating the ad industry is that the £50m Sainsbury account, starring superchef Jamie Oliver, is about to move – without a pitch – to Bartle Bogle Hegarty. No one would be more surprised than AMV.BBDO, the incumbent for donkey’s years, or indeed BBH – if it were so lucky as to win the business.
>I’m not sure I fully understand the logic of Sly Bailey’s position, outlined at the Digital Britain summit, although her ulterior motive for adopting it is clear enough.
The chief executive of Daily Mirror-owner Trinity Mirror hit out at “gargantuan national newspaper websites designed to harness users by the tens of millions” which, “by performing well on search engines like Google, … have eroded the value of news.” Step forward, presumably, the Sun, The Guardian and the Mail as villains of the piece.
Bailey’s ultimate target is the dotcom news aggregators, such as Google News, which she roundly condemns for first pirating other people’s news, then commoditizing it around search optimization.
“A consumer is now as likely to discover newspaper content on Google, visit our sites, then flit away before even discovering that it was the Daily Mirror or the Telegraph that created the content in the first place,” she said. “Or worse, they may visit an aggregator like Google News, browse a digital deli of expensive-to-produce news from around the world, and then click on an ad served up to them by Google.”
>Gloom everywhere in the car industry. Chrysler is going for a song to Fiat… and GM is going, well, bust – in a carefully managed, politically sensitive sort of way. And it’s not much better in Europe. Sales of new cars across Europe fell by 9% in March 2009 compared with a year ago, according to the European Automobile Manufacturers’ Association.
>Goodness me. After some last minute shenanigans, the rumour really has born fruit. Lace Campbell is shortly to be an established fact. Actually, the new agency is going to be called Campbell Lace Beta. Who is Beta – the planner perhaps? No it’s an idea borrowed from the internet, presumably meaning work in progress. The agency launches in May. This last detail can be inferred from its icon, a maypole – which is also, they tell us, a symbol of riotous pagan creativity. Can we be sure you’re not leading us a bit of a dance, Garry?
>To listen to the media backlash, you’d think Innocent, the smoothie maker, had just signed a pact with the devil – media-friendly founder Richard Reed being cast in the improbable role of Dr Faustus.