Tuesday, June 06, 2006

Why don't they teach these people some basics before they start giving interviews?

I was checking one of my daily favorites, the agencyfaqs website (Indian advertsing, media & marketing). I found yet another SMART advertising professional. This person is reported to be moving from one BIG agency to another, from being an Account Director to becoming a Director – Client Services.

I was intrigued by the way this person has answered a simple question. The challenges and the headway this person made working on a particular account (a well known brand) in one of this person's previous assignments.

The answer was funny. This made me wonder about this person's wisdom, the abilities of this particular persons handling clients, problem solving capabilities and even this persons understanding of the basics of advertising and branding.

Now over to that intersting answer “Here the challenge was to up the image of “The client” in India and differentiate the brand from the other brands in the market. This was achieved by roping in “A big superstar actor” as the brand ambassador.”

Can somebody try explain me how a brand image is “upped” just by using a celebrity? While one can attempt to try and explain this with some difficulty, the differentiation bit baffles me. May be this person was referring to the exclusivity clause they had as part of the contract with this celebrity and that is the only BIG differentiation I could think of.

This person is badly in need of a good lecture / sermon / coaching on “Brand” first and then on “Brand Image”, “Positioning” and “Differentiation”. This would stand to save the agency this person has joined or is going to join and more than anything save a client and his/her brand(s).

Till then god save this agency and their clients…

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