#BRANDFAIL OF THE WEEK: The BBC / TopGear / Clarkson ‘Fracas’
The BBC are having something of an annus horriblus. The mishandling of the Saville story. A hostile relationship with the ConDem administration (who seem increasingly keen on clipping their wings). I could go on. But the much covered Clarkson ‘fracas’? Well, they say a principle isn’t a principle until it costs you money. And boy, is this one costing…
Pulling two filmedTopGear episodes from global schedules (and cancelling the final episode of the season before it went production), in my view, was a huge mistake. This helped tip the media scales in Clarkson’s favour fuelling his UKIP style, me vs. them namby pamby rhetoric. It added to the growing view that the BBC is run by legions of faceless managers. The only thing missing was Ian Fletcher a la W1A popping out and giving a rambling statement on the importance of ‘values’…
Despite taking the right action in suspending him for the alleged physical abuse, they seem to be losing the media battle. Were I advising Auntie’s finest, I’d have recommended:
- Suspending Clarkson until the ‘fracas’ could be investigated and the appropriate action taken
- Broadcasting the two filmed episodes at home and away (most of the projected revenue losses lie in the international division and may run into tens of millions)
- Keep that British stiff upper lip and ensure ‘the show must go on’. Film the final episode in the series with either:
- A celebrity guest host from the world of racing (guest hosts didn’t do HIGNFY any harm after Angus Deayton’s prostitute / drug scandal back in the day)
- Recall a former Top Gear presenter off of the 80’s. Everyone loves a little retro and it could’ve been a televisual giggle
- Bring back a popular star in the reasonably priced car to hold the fort
- Let the Stig step in, and give him a computerised voice (with clear distinction from a Mr. S. Hawking)
- If he’s not off filming, let Gambon himself take the helm. His stature could carry any sinking ship. And he does have a corner in his name, after all.
Whichever presenter option they went with (and this is where they really missed a trick), milk it for all it’s worth. Given the heightened interest / hugely engaged fan base, it was a golden opportunity to feed their PR, CRM and social programmes with content as quick as they ruddy well could. With such an engaged following, irrespective of Clarkson’s perceived popularity, they could’ve used this to their advantage, regained lost ground and acted to bolster their reputation AND boost viewing figures.
Instead, they’ve let Clarkson, a petition and a hostile press continue to give them a kicking. Rather than look strong in the face of the ‘fracas’, they seem week, outmaneuvered and outgunned by the mouth almighty himself. Clarkson. That said, whilst future contract negotiations for Top Gear presenters are on hold, Clarkson would do well to remember than not all talent that leaves the Beeb’s hallowed halls do as well over on ITV, Sky or Five. At least for now, no single star is bigger than the Beeb. And on that bombshell, I’m off for a gin…
Iain G. Morrison is a senior marketer in the third sector. And thinks Snickers totally nailed it…
Coldplay get a camp makeover…
Stand down lawyers. No slurs as to the sexuality of any band members are being made here…
The BBC Glastonbury coverage was fabulous as always. Why mix with the great unwashed and deal with portaloos when you can sit in the comfort of your own home and watch Glasto in luxurious surroundings?!
Needless to say, The Pet Shop Boys Coldplay cover of ‘Viva la Vida’ was rather amusing.
Regal. Camp. Priceless. Why it can only be Coldplay Pet Shop style…
Iain G. Morrison is a senior marketer in the British Tourism Industry. And clearly an ardent festival goer…
Never move for money…
Many moons ago as a lowly account executive (with the world of everything seemingly unimportant resting on my weary shoulders), the holy grail of promotion was a carrot often dangled in front of my eager nose.
Like most account execs, I knew my worth.
I also knew I was being chronically underpaid for the never-ending hours I put in. Undaunted, I set about my tasks with vigour. A combination of luck and killer instinct meant I was fortunate enough to land a multiple award-winning project for my first solo suiting effort.
After a few very public thanks from the great Dr. Harrison in front of the agency, one day, he took me aside for a wee chat. A bit of doctor / patient advice if you will.
The upshot of this love in, was ‘Many outside this building will promise you the earth. But, Iain. Never move for money’.
My initial foolhardy response was along the lines of, ‘easy for you to say on a six figure package with very healthy WPP stock options!’. Knowing that a stonking pay rise should come alongside promotion (given I was a central member of the team that helped filled his awards trophy with everything from DMA’s, Campaign Directs to much coveted Cannes Lions), the advice left me somewhat confused.
Until we skip forward a few years and I made the mistake (twice), of moving primarily for money. After a very short honeymoon period where the earth had been promised and I had been swayed by the far greater £££ on offer, the wise words of one Dr. Steve Harrison once more rang deafeningly in my ears as I found myself surrounded by others that did not live by the same high standards Dr. Harrison and his cohorts prided themselves on…
Which leads me to the somewhat tenuous link of a certain BBC presenter (Adrian Chiles), who is being swept off to ITV with the promise of a truck load of cash. Quite why this made the TV news headlines and several front pages is well beyond me. Perhaps everyone is a little bored of ash?
But Adrian. Whatever they’ve promised to lure you to their commercial clutches. However big the paycheck. Did you leave Auntie for the right reasons? Or did you only move for money…
Iain G. Morrison is a senior marketer in the British Tourism Industry. And would like to thank Dr. Steve Harrison (amongst others), for sound career advice…
Love where you live?
Although a very literal expression of the proposition, this ad is shot beautifully and the music is simply enchanting. A tip of the hat this fair morn to Aunty and Rainey Kelly Campbell Roalfe/Y&R…
Iain Morrison is a senior marketer in the British Tourism Industry. And will mainly be showing his love all over Crouch End this evening…
Soapy…
What do:
1) Paedophilia, 2) Alcoholism, 3) Attempted murder on a parent, 4) and most recently, a young muslims foray into a homosexual relationship have in common? (I’m sure Abu Hamza would not approve…)
Why, they’re all headline grabbing attempts by the Beeb scriptwriters to keep the masses watching Easternders of course…
‘Enders is something of an institution, but has lost its way somewhat over the past few years.
I’m still surprised the BBC haven’t adopted more digital marketing techniques to give the show a boost and deepen engagement with its hard-core audience, particularly to help them shape, and input into the show.
But for the meantime, they have another Daily Mail furore ahead… (which will help awareness in the short term at least)
Iain Morrison is a senior marketer in the British Tourism Industry, an Eastenders fan and like all of you, knows nothing beats a good soap death…
The last Dalek
EXTERMINATE!!!
OK, so I am a bit of a Dr. Who fan…
When they aren’t running one of the biggest websites this side of the pond, Auntie occasionally do some quite cute stuff to promote their shows.
This little platform game supported an episode of Doctor Who that aired a few years ago. Handily, its still lurking around…
It was for the episode where the Doctor and Rose found the ‘Last Dalek’ , and the game itself is nicely done. Very playable, and encouraged additional exposure to the brand pre and post airing.
The Beeb were well ahead of Channel 4 doing this type of stuff (although the did it very successfuly for The Bow street runners, the game is well worth a look too).
Well done the Beeb. And roll on the new Doctor…
Iain Morrison is a senior marketer in the British Tourism Industry. And was never scared by the Daleks when he was younger. Twas the Cybermen that made me hide behind the sofa!
In the night garden…
In the night garden
Kids love it.
Some adults moan about the use of ‘improper language’ encouraging kids to keep up the googoo gaagaa speak (both sides can quote stats, for what it’s worth, I think it’s positive), but you can’t ignore the fact for legions of parents and children, In the night garden has affirmed itself as one of the top kids TV programmes in a very short space of time…
In the Night Garden is best described as; ‘a modern televisual interpretation of a nursery rhyme picture book’. Quite a tall order, but when you consider that this is a staple in the ‘bedtime hour’ on cbeebies (BBC’s dedicated children’s TV channel), it presents itself as the modern day equivalent of a bedtime story. Its about a magical place that exists between waking and sleeping in a child’s imagination.
We even have Knight of the Realm David Jacobi narrating. Perfect pre-bed time fodder.
The whole programme is executed flawlessly. Gentle intro, upbeat story / crazy funtime, and as we start the wind-down, a recap of the story, all the characters slow, and pack themselves off to bed. And then at the end, it’s your turn to go to bed too little one. Genius…
Carry this through into every possible merchandising opportunity going, and we have some very happy creators, and some parents lighter in the wallet.
The BBC / Virgin cynically deleting all shows from store-able hard drives in the build up to Christmas aside (ensuring everyone bought the DVD box set to keep up the bedtime routine), we have a shining example of how to make money from the pre-school market, without being seen to be aggressively marketing to them. After all, none of us want the Daily Mail brigade up in arms calling on tighter government regulations…
Hats off chaps, well done.
Iain Morrison is a senior marketer in the British Tourism Industry. And a massive Pontipinites fan, even though they haven’t got the gravitas to carry an entire episode all on their own…
Facebook climbdown…
spy
It’s embarrassing.
For a brand that empowers its users in such a way they can instantly unite against against the ‘enemy’, issue a rallying cry to the like-minded and deploy the troops with amazing speed, you’d think facebook would know a lot better than to try changing the privacy rules by the back door…
I managed a textbook case of this in 2008 (when an international bank with local aspirations their ads would have you believe), and they did what most big brands chose to do. Ignore the facebookers, they can’t damage my brand, it’ll blow over in a few days. Against all my advice, the brand dug in, only to suffer at the hands of the mobilised minority.
After it hit the BBC 6 o’clock news a day or two later, a rather hasty about turn was arranged…
So facebook. A brand that provides the very battlefield, that truly gets the potential of 2.0 (having harnessed it from day one), should have known better than to bite the hand that feeds it. That of its users.
A foolhardy situation the board should have seen coming a mile off. An alienated user base will now watch its every move, and cry foul the moment they put so much as a privacy related foot out of line.
It wasn’t a smart move, deletion of a profile in the users eyes means everything comes off. A brand that prides itself on the sense of ‘community’ it facilitates really shouldn’t have scored this type of own goal, however great the need to further monetise the site is…
The privacy battle will rage on.
But I can’t help but feel if brands use consumers personal data to bring information / content / advertising / offers to them that is of genuine interest, they won’t mind a jot…
After all, it worked for Tesco…
Iain Morrison is a senior marketer in the British Tourism Industry. And would encourage brand managers to watch what happened to facebook. It’s probably happening to your brand right about NOW!
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