Coprporate Chemistry It May Be, Romantic It is Not: Creativity Takes Away From Actual Story
Bloomberg Businessweek editor Josh Tyrangiel and creative director Richard Turley talk about this week’s cover of Businessweek and how it is ROMANTIC in an interview found on YouTube.
While the purpose of the cover does get people talking, especially marketers, it is so absurd that it has had the complete opposite effect on me. I don’t want to run out and purchase / read the article.
Every so often a creative director, ad agency or everyday marketer will attempt to use Shock Advertising. Many are successful in drawing attention to the brand and increasing sales. Others are not. While I have the utmost respect for Bloomberg Businessweek, they have fallen short on this one. To me the cover is the same as 2 of the largest Real Estate Brokerages merging and pushing an ad campaign of 2 houses getting it on.
As a consumer it misses the point of what is in it for me? by going with a company that doubles it’s buying power and thus able to pass that power down to the end-user. Sorry but love and loyalty are not the same thing. The other issue I have with this cover is besides the fact that it is done, but is it wise for those responsible for its creation and delivery to tell the world on YouTube that they lacked the budget to license the rights to the song “Let’s Get It On?” One thing for the publisher of this magazine to do so as it is in keeping with The Ardynn Project and business transparency. Bloomberg has never struck me as a transparent brand. Just one out to make a buck.
Anyway, the lesson here is that if you are going to launch such an outrageous campaign or idea, make sure that EVERY ELEMENT of the project works and is consistent across delivery mediums. Don’t rely on a YouTube video to make your excuses. This marketer would have gotten the extra marketing spend to license the song, partnered with Hallmark (for free ad space) and have the song play when the cover is opened.
Michael Harris-Arzon
Editor The LIME Magazine
