Bates Dorland director Mark Palmer gave a truly worthy speech at last week’s Retail Week conference at the Royal Lancaster Hotel. He spoke in glowing terms about the potential of new technology in advertising.
Conference delegates were therefore rather surprised at the sight that greeted them as they left the hotel.
Bates had decided to go back to basics on its own advertising. The agency has brought back the much-missed sight of sandwich boards to the streets of London, blazing the Bates Dorland name around Lancaster Gate.
The agency claims that advertising on sandwich boards can have just as much impact as electronic media.
“It was a good piece of media targeting. We got quite a few calls on the strength of it,” insists Palmer, “although some people thought that it was a little bit tacky.” Surely not?