Wednesday, April 23, 2014

Memac Ogilvy: The art of being sore winners.

First I'd like to congratulate Memac Ogilvy for winning, not one, not two, but three Dubai Lynx. Now that this is done: what on earth were they thinking?
A billboard has suddenly sprung in town containing the anonymous faces of about a gazillion people, with too many words to read if you are speeding on the highway, and  with totally incomprehensible messages, not to mention a bizarre targeting for the wrong target audience.
So what does the ad say? "3 Memac Ogilvy victories" then it goes on "1 - Eddie Moutran advertising man of the year 2014 2 - Memac Ogilvy Dubai agency of the year 3 - Memac Ogilvy & Mather Network of the year MENA".
I, here refer to the words of an advertising great called - darn! - David Ogilvy "A good advertisement is one which sells the product without drawing attention to itself." Considering he gave his name to the agency, he should be rolling in his tomb right now. Or if I am to be clement to Memac Ogilvy, maybe "Advertising is only evil when it advertises evil things." Again according to Mr. Ogilvy himself - and in this case - the evil it was advertising was "pride" (I kid you not, one of the seven deadly sins!).
I hate to break the news to Memac Ogilvy but.....
People do not exactly care what you won.
Even if they care what you won, don't rub this in the face of others who did not.
And when you rub this in the face of those who did not, try to be discreet, witty and gallant about it.
When trying to be gallant about it, try to advertise this to the correct audience.
When trying to advertise this to the correct audience, try to to design a good ad (you're the network of the year bummer, you can do it!)
When trying to design a good ad, make sure the "advertising man of the year' is smiling and does not have his teeth clenched.
When making sure the "advertising man of the year" does not....
Oh forget it, you know what? You ought look at your own archives. Below are three wonderful ads done by Ogilvy & Mather to promote themselves. Why not take a hint from them? Otherwise, you're appearing as sore winners who was doing "wizzak wizzak" (or rubbing things in the face of their competitors cheaply).

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