It is hard to say if Kellogs really made a mistake in dropping him or not. Frankly, I’m inclined to think it was a reasonable decision. The Kellogg’s brand genuinely does need to appeal to a very wide audience and uptight people buy groceries too. On the other hand, the company cannot be completely unaware that “reefer madness” is unquestioningly responsible for a measureable percentage of Pop-Tart, Famous Amos, Keebler and Cocoa Krispies sales.
But I also have learned – occasionally the hard way – there are times when edgy is simply not the right tool for the job. A recent ad campaign by BBDO Dusseldorf and Pepsi provides an awesome example of where edgy is definitely uncalled for.
It seems like pretty much any company, no matter how despicable, is capable of hiring world-class PR representation if the price is right.
Today, it would be hard for even the most die-hard optimist to say that the economic outlook for next year isn’t a concern. Many PR budgets will be cut and all of them will be more heavily scrutinized. As a corporate marketing or communications professional, the decisions you make today become realities your company will have to live with for the next several months.
Before you begin your search, have a clear understanding of the business objectives you are trying to achieve and how a PR program might be used to help reach them. Communicate this clearly to the prospective agency. This will ensure that the recommendations they make will map to your needs and will help the agency focus its strategic and creative thinking. If your company has not yet clearly defined its business objectives, this may be a sign that it is too early to engage an agency.
