Advertisement
Monday, Oct 25, 2021
Outlook.com

McCann A Scapegoat?

McCann A Scapegoat?
McCann A Scapegoat?
outlookindia.com
-0001-11-30T00:00:00+05:53

SO Coke has set the cat among the pigeons and shifted its Rs 50-crore ad account. I say 50 because that's the largest figure my poor brain can adjust to. One of the nicer side-effects of this will be hours of speculation in ad agencies and marketing departments across the land: Whose fault was it? How did Chaitra Leo Burnett swing it? Why didn't they call us? So where did McCann screw up?

The answer that a lot of admen will subscribe to, is, they didn't. That it's basically been a marketing failure, with McCann as the scapegoat. Most of us have been at the receiving end of this at some time or the other. For beleaguered TNC marketing people, changing agencies is a relatively painless way of demonstrating that Steps Are Being Taken. The only discomfort is the accusing eyes of weeping, betrayed agency people. In all fairness, though, there have also been management changes at Coke, so they don't seem to be taking this rather simple-minded position. Which obviously means that McCann messed up, right? Their ads just weren't good enough.

Since...

Advertisement

Outlook Newsletters

Advertisement
Advertisement
Advertisement

Read More from Outlook

Drugs, Bollywood And Politics: The Dark Underbelly Of Mumbai

Drugs, Bollywood And Politics: The Dark Underbelly Of Mumbai

Intertwining threads connect the business in illegal drugs with the city’s high and mighty.

Cruise Drugs Case: Video Shows Hotelier Kunal Jani Inside NCB Office While Aryan Khan Was Arrested

Cruise Drugs Case: Video Shows Hotelier Kunal Jani Inside NCB Office While Aryan Khan Was Arrested

Aryan Khan, who is currently lodged in Mumbai's Arthur Road Jail, was arrested on October 2 on a cruise in connection to the possession of illegal drugs.

OUTLOOK EXCLUSIVE: New York Yankees Investors Keen To Buy An IPL Team

OUTLOOK EXCLUSIVE: New York Yankees Investors Keen To Buy An IPL Team

The owners of the two new IPL teams will be named by the BCCI on Monday in Dubai. Three foreign entities, including Manchester United, are in the fray.

Love, Longing And Shah Rukh: Growing Up With DDLJ In The Time Of Mandal And Kamandal

Love, Longing And Shah Rukh: Growing Up With DDLJ In The Time Of Mandal And Kamandal

Shah Rukh Khan called himself a peddler of love. That’s better than the pitches selling religion. Love is all we need now.

Advertisement