Taking The Bottom Position

Two days ago, we alluded to the idea that Julie Roehm was only the first casualty of a Wal-Mart insider marketing war. Yesterday, the fine folks at Draft FCB found out they were the next to go, just weeks after they crowed about being in the 'top position,' partly because they won the account. I guess it's back to the bottom position for them, making their ill-advised ad the ultimate case study for irony in advertising.

The not-so-surprising news yesterday was that Wal-Mart quickly overturned Roehm's Draft FCB choice, putting $580 million worth of advertising purchase power back on the table. Several major agencies are already pulling together their marketing plans for the nation’s largest retailer.

Ms. Roehm maintains that she did not accept gifts from agencies vying to become Wal-Mart advertising superstars or that her relationship with subordinate Sean Womack violated company policies. Instead, she told The New York Times: “I think part of my persona is that I am an envelope pusher,” she said last night. “The idea of change in general can be uncomfortable for many people, and my persona as an agent of change can prompt that feeling.”

This seems to be a spin contrary to her attendance at a September dinner given by Draft FCB at the Manhattan hot spot Nobu, where she allegedly explained her presence as one of those cases where “if you don’t ask, you don’t get.” Unfortunately for Roehm, sometimes you do get what you don't ask for, since Wal-Mart has ruled the search process was "tainted by the pair’s behavior and should be reopened."

Draft FCB's (part of the Interpublic Group of Companies) stock fell 6.4 percent on the news it had lost the account. As I often advise clients in Roehm's position and higher, behavior is easily managed. Unless you'll be proud to see the story appear in the Wall Street Journal, er, The New York Times, don't do it!

All cloak and dagger courtships aside, Draft FCB was not ready for the holiday season and neither was Roehm, based on a USA Today story that weak Wal-Mart sales are dampening holiday season hopes.

What USA Today seems to miss is that the 'dampener' might be all Wal-Mart and not all retailers. Given that the agency review was concluded dangerously close to the holidays (not bright), that choosing an ROI (Return On Ideas) agency delivered a dismal negative .01 percent in sales for Nov. (assuming they got anything off the ground), and that Wal-Mart is in desperate need of some top-down strategic communication development to prevent it from further losing its way; I'd say it is not the best national holiday sales indicator at the moment.

You see, it used to be that Wal-Mart was unbeatable because it had a solid message that other retailers could not compete against. Today, Wal-Mart has voluntarily given up this message in order to pursue what it perceived as greener pastures (higher-end retail). Unfortunately, it did this without developing a core message with complete consensus among board members and executives.

In fact, that is why I don't give Roehm "I'm a change agent" as much kudos as some. Her "follow-me-on-faith" approach left the world's largest retail giant without a message, at best, and with a message unsupported by its core consumer, at worst. Gee, I thought we already covered this lesson back when Miller beer alienated its blue collar consumer with ads aimed at a micro-brew generation. Ah, history, let's repeat it. Ah, history, let's repeat it.

Advertising The Lack Of …

Every day, the sudden departure of Wal-Mart marketing boss Julie Roehm is attracting more attention and is increasingly linked to her connection with Draft FCB, which she pushed to become Wal-Mart's agency of record in October.

Speculation suggests Roehm flouted Wal-Mart's strict corporate gratuities policy, which states no one who works for the company can accept any sort of gratuities from suppliers (even a cup of coffee). But the real damage was done when Draft FCB ran an ill-advised, tasteless, and remarkably uncreative Lion Awards advertisement featuring a real male and female lion having sex above a copy line that read "It's Good to Be on Top."

I won't post it here, but you can find a copy of the ad on ADFREAK. The ad is so poorly done and uninspired that one poster accused Adfreak's Tim Nudd of posting a fake. No doubt, Draft FCB wishes it was a fake, as one of its spokespeople has already said the ad was "a terrible mistake."

It's a terrible mistake because some inside Wal-Mart, those who were dissastified with the decision to hire Draft FCB, suddenly had good reason to second guess Roehm's big push. Not good for Draft FCB because Wal-Mart insiders are not the only ones looking to poke holes in Howard Draft's rise to the top of the industry after merging with Foote Cone & Belding (which was already struggling) last June.

As Lewis Lazare wrote in the Chicago Sun-Times, the merger date will "go down as one of the darkest moments in the history of an increasingly troubled ad industry, which, with each passing day, shows new and disturbing signs it has lost its way.”

He called Draft FCB Group depressingly real proof the American ad industry has been totally and tragically upended.

“It's a shame to think that an agency like Draft that was once the lowly tail on a big, healthy, creatively inspired canine has finally emerged as the powerhouse wagging the mangy mutt that is now the general consumer ad business,” he said.

Little did Lazare know that the tail he was writing about would be morphed into a lion within six months. An agency showing its not-so-wild side, after Wal-Mart gave the agency its $580 million account, only added to Roehm's streak of bad luck since joining Wal-Mart.

Last month, she made a questionable call on a press release from Wal-Mart about how a staffer of John Edwards, the former senator and presidential hopeful, inquired about getting a Sony Playstation on the same day that Edwards was having a media event in which he talked about how bad Wal-Mart is to its workers.

Summed: never underestimate the brand damage you can do with a single gratuitous awards program advertisement. A dark day indeed.

Blogging To Jail

Josh Wolf, 24, self-described freelance journalist and independent videographer, remains in “custody” at the Federal Detention Facility in Dublin, California, after being charged with contempt because he refused to provide a federal grand jury with unedited video of a 2005 G-8 protest in San Francisco. The authorities wanted the unpublished portions as part of an investigation into crimes that may have occurred during the protest.

Wolf refused, claiming he is a journalist protected under the First Amendment, which is what makes for an interesting case study in the move ta o define a "journalist" in the United States. The primary reason some find it difficult to define Wolf as a journalist is because his experience is primarily as blogger. The secondary reason is that Wolf tends to move back and forth between activism and journalism.

“If I have any reservations about whether or not he is a journalist, it is whether he went there as an independent gatherer of news and information," Lucy Dalglish, executive director of the Reporters Committee for Freedom of the Press, told the Associated Press in an interview with reporter David Kravets. “We certainly hope that in the future if he goes to these events, he makes up his mind as to whether he is a journalist or a protester.”

On one hand, Wolf does have earned credentials as a journalist, including a 2006 Society of Professional Journalists award for Journalist of the Year. On the other, he has also participated as an activist and is generally seen as sympathetic to left-wing causes. Even journalists covering his incarceration, as well as those who have stepped up to help defend him, are unsure of whether or not he is best described as an activist or journalist.

Generally speaking, the question is easy enough to answer as a professional but difficult to answer as a person: am I an observer reporting the news or an active participant in making the news? And is there a point during some event when I might switch from observing into action? To save a life? To protect an officer? To prevent an abuse of power? In the strictest sense, the answer is no.

Journalists do not become active participants in the story, regardless of the circumstance, as unfortunate as this may seem. It is difficult to discern whether or not Wolf was indeed acting as a journalist, ironically, because the best evidence to determine this is precisely what he has refused to surrender.

I submit the real calamity here is not whether Wolf is a journalist or activist, publisher or blogger, but that when individuals abuse our civil liberties and rights guaranteed under the First Amendment (and I am not saying Wolf has done this), all sorts of crazy judicial opinions are rendered that could have long-term consequences such as the continuing erosion of the First Amendment. Case in point, presiding Judge Alsop offered up “This great country which has allowed you to be a journalist — sometimes your country asks for something back.'’

While his sentiment is sound, his statement is erroneous. There is only one person who ''allows'' another to be a journalist and it is not the government. A journalist is granted privilege by a publisher, even if they are one in the same. It is the publisher who is specifically guaranteed rights in this country as written: Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the Government for a redress of grievances.

"The press" is not defined as a journalist in the First Amendment, but rather a publisher. Journalists are hired by publishers to execute these rights. And the only reason there is any confusion today is that the advent of blogging has made it possible for anyone to publish and reach a mass audience. In some ways, blogging has brought the press back to its roots of our forefathers, wherein anyone with enough money to afford a printing press could be a publisher.

Does that mean Wolf is protected? His edited video remains on his site today so there is no injustice there. So perhaps the real question is not whether he is a journalist, but whether or not he was a participant, observer, or acting member of the press. As a participant or observer, withholding the tape is an obstruction of justice. As an acting member of the press strictly covering the protest for publication (by a publisher), he is protected under the First Amendment. Case closed.

Now only if all these fine folks involved would stop working so hard to define 'journalistic rights,' perhaps they could tell the judge to review the tape and determine whether Wolf was a participant or not. If the judge determines Wolf was a participant, then it's a much easier case to decide and all of us will be free from seeing well-intentioned people continuing to muck up our First Amendment with definitions that do not belong there, including blogger, journalist, or whatever.

E-mailing History

The most convenient and abused communication method, e-mail, turned 35 years old today. The very first text message was forgettable, QWERTYUIOP or something similar, IT programmer Ray Tomlinson told The Sun reporter Josh Burt.

But it didn't take long before people became more inventive, writing e-mails they would never pen on paper. Burt includes five of the most famous cases in his commentary: Cringe! Worst e-mails ever.

• In 2000, Claire Swires sent a saucy note to her boyfriend while working at the London law firm Norton Rose. Her boyfriend forwarded it to a few of his closest friends, which turned Swires into a global talking point.

• Lucy Gao, who worked for Citigroup, demanded via e-mail that her 39 guests adhere to numerous ridiculous demands, including what time she would accept gifts and cards for her birthday.

• Joseph Dobbie spilled his heart out to a pretty girl over e-mail, blissfully unaware that his warm words to Kate Winsall would be forwarded to the entire world.

• Richard Phillips left his job as a senior associate with the world's biggest law firm, Baker & McKenzie, after he demanded a secretary, Jenny Amner, pay £4 to dry clean his ketchup stained pants. Amner replied to his e-mail, which she cc'ed to all 250 members of their staff: "I must apologize for not getting back to you straight away but due to my mother's sudden illness, death and funeral I have more pressing issues than your £4."

• Trevor Luxton, a clerk at Credit Lyonnais, made a big mistake when he thought he'd boast about his cheating ways over e-mail, calling himself the worst boyfriend in the world. Presumably his friends agreed, forwarding his e-mail until the entire world knew too.

Burt left off a similar story, where an executive stationed overseas boasted about using his expense account to rob the company blind. His e-mail's final destination was The Wall Street Journal, which underpins the point I always share with public relations students — never write an electronic message that you wouldn't be proud to see published in The Wall Street Journal. One day, it just might be, even if you wrote it years ago.

Mattel Measures Up

Despite the fact that Mattel is entering its biggest season, the toy manufacturer took the high road and issued a recall of Polly Pocket Assortments after the Consumer Product Safety Commission deemed tiny magnets inside the dolls and accessories were unsafe because they could fall out and potentially be swallowed by children.

Given that there have only been a handful of incidents that resulted in injury — three, in fact — Mattel could have skirted the issue through the holidays. Instead, it has pulled 4.4 million play sets from the shelves, worked closely with the Commission, and taken extra steps to ensure consumers who have already purchased the Polly Pocket products are informed.

On the Polly Pocket product Website, Mattel prompts parents to compare assortment product numbers (with product pictures) to help identify which toys are being recalled. It offers a prepaid mailing label for the return of the necessary pieces as directed for each affected play set. Once returned, value vouchers will be delivered in 8-12 weeks. Mattel also includes the exact Consumer Product Safety Commission advisory as well as customer contact information. There is also a link to its customer relations site.

From a public relations and customer relations standpoint, Mattel once again demonstrates the safety of its consumers is more important than its cash flow. Obviously, the company appreciates its brand value is worth more than the price of the products.

Compare this to the Firestone tire nightmare three years ago, when 17,000 trucks and SUVs were implicated (much fewer than Mattel's recall) in at least 62 deaths and numerous injuries in the United States (much greater than those related to the toy). Firestone demonstrated a slow response, lack of preparedness for the media onslaught, and a failure to demonstrate concern for consumers. It proved catastrophic for the company despite the fact that it eventually recalled 6 million tires.

There is a lot to be said for honesty, transparency, and urgency in responding to consumer safety. Mattel will be selling Barbies and Hot Wheels in 50 years and no one will remember the recall. Firestone, on the other hand, still has brand damage, which is why the name has all but been eclipsed by either its Bridgestone parent or new product names like Firehawk, Affinity, Destination, and others (which are all Firestone tires).

Confusing Comedy

The ancient Greeks knew it best. Tragedy is the essence of all comedy.

The pratfall is a fine example. Someone falling is tragic. Yet, the pratfall, staged or not, remains a comic classic.

Unfortunately for Michael Richards, best known as Kramer from Seinfeld, he opted to forgo the pratfall and chose tragic racial material for his comedic routine, which spiraled out of control when he let an obnoxious heckler get under his skin.

From the video, Richards at the TMZ, it is difficult to discern whether or not Richards was heckled for racial material in his routine to begin with or chose racial epithets simply to attack the heckler. What is clear is that his digs were directed at an individual and not an underlying racial agenda aimed at demoralizing people based on their heritage.

Comedians frequently attack hecklers with generalizations: weight, appearance, fashion, and yes, race. Chris Rock does, though his characterizations are generally aimed at Caucasians, which is largely accepted and tolerated in America. (Personally, I find Chris Rock funny most of the time.)

What Richards did wrong that Rock has never done wrong is apologize. Rock would have looked you straight in the eye and said “Hello, it's comedy ... commmm ... eeeee ... dddeyyy. Comedy."

Richards publicly apologized on "The Tonight Show" to the people who took "the brunt" of his abuse, saying he was "really busted up," but then went on a strange tangent on race relations, saying he was "concerned about hate and rage" and about a "great deal of disturbance between blacks and whites" after Hurricane Katrina.

What he probably meant to say was: race relations after Katrina have been a travesty, and he was shining a comedic light on the tragedy of the situation as comedians do. By in large, that is what comedians are supposed to do, release the tension created by tragic events in the forum of a comedy club.

Certainly, not for a minute, can I condone what Richards said, but neither do I think he should be burned at the stake. I can also say, with certainty, that he needs a new publicist.

As I have often posted, the downward spiral of public perception is never in the action, but in how one handles the action after the fact. As noted, Rock is a master at handling his own racial material after the fact. He never gives an inch.

In this instance, Richards would have been better off simply apologizing for losing his cool with the heckler (which is not the mark of a leading comedian), perhaps noting that hecklers, regardless of heritage, aim only to steal the spotlight at the expense of other audience members and it is the fundamental job of a comedian to shut them down and get on with the routine.

Now was not the time to discuss the truth, no matter how painfully obvious, that there are some racial tensions still being stirred in New Orleans or that there exists, sometimes, a double standard in defining racism.

As someone who writes comedy on occasion, I generally avoid all subject matter revolving around race or heritage because I don't really find racial stereotypes all that funny. But I can also be somewhat sympathetic to comedy clubs that will soon be forced to put signs on their doors that "some content might offend some audience members.”
Censoring comedic routines, good or bad. Not funny.