The medium that’s feeling small

Media neutrality. Important concept, much talked about in the industry. But some agency executives could be excused if their own neutrality had lapsed slightly, and if the object of their disfavour was Royal Mail, which can’t appear to do anything right.

Earlier this month, the “Real Network” sent out a nice letter to agency bosses, with a booklet included. The letter talked about the importance of media neutral planning, and explained how the postmen had it down pat, having compiled a useful guide to it.

Unfortunately, the guide enclosed was actually Creativity Works 2003, a collection of case studies.

A few days later, another letter arrived, apologising for a mix-up at the mailing house, and enclosing the real guide. The Diary feels so sorry for the miserable monopoly that it is loth to mock. It would sit on the fence, if only it had received a guide as to how…

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