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Substance not sniping

Posted in Advertising, Branwell Johnson, Latest reporters' blogs October 11th, 2007 by Branwell Johnson

Okay, so the Conservative party has finally found an agency willing to work alongside it in the form of Euro RSCG. Shame that the PM has decided not to call an election this year so the agency cannot immediately flex its muscles and show what it can do.

However, it already punted out some work in the form of bottles of beer adorned with a label carrying the slogan “Bottler Brown – zero strength.” Good to see that the focus on policies rather than personalities is regarded as important. See, that’s why “Labour isn’t working” was a masterstroke of copywriting and insight, because it actually referred to a situation and a result of policy.

Not that Saatchi & Saatchi, which created the above slogan, has not gone for blustering in its new work for the Labour party. It’s early effort is the strapline “Not Flash – just Gordon.”

Of course, these slick slogans about Brown do have another purpose – keeping up the morale of the party faithful on either side. Whether knocking copy or bolstering bluster, they serve a tactical purpose. Let’s just hope the ad agency’s think tanks can produce some political work with depth and resonance rather than the usual name-calling in the long run.

To read the news story related to this blog, go to mad.co.uk