Ogilvy & Mather is launching a new PR campaign aimed at repairing their reputation after one of their subsidiary agencies promoted a horror film by pretending to market an illegal cash-for-organs operation. 1984, a South African agency that Ogilvy purchased last year, created the campaign on behalf of Indigenous Film Distribution for their film ‘Night Drive.’ South African consumers were upset with the campaign because the human organ trade is a real and frightening problem in the area.
Implications: Agencies have frequently won awards and garnered strong results with campaigns that pretend to market something fictional in order to draw attention to the real client, but such concepts are fraught with risk. Consider this approach for appropriate clients, but proceed with caution.
Cultural Macrotrend: The Dark Side