Media Bitch

LOOSE TALK

John Billett says "bollocks" - to the idea that large media agencies get discounts while the little fellas don't. Outspoken words indeed, and immortalised on BLM Media's website - www.blm.co.uk/ blm_media/indexblmmedia. htm - for any doubters out there who like a good-old fashioned swear word with their latte.

And on the subject of BLM, has founding partner Steve Booth got a secret life? Well, one could be forgiven for thinking so - if you've been on the Tube lately. There's a prominent cross-track campaign going on in the bowels of London Town at the moment, promoting a sinister and gruesome-sounding detective novel titled The Dark Place. And the author is ... Stephen Booth. Scary stuff for any agency folk worried about losing business at BLM any time soon!

Talking of agencies, it was a good night for MediaCom and OMD at the recent GCap Media Week radio-planning awards, although some got in the party spirit early-on, thanks to GCap. Unconfirmed reports suggest the broadcaster warmed up key attendees with more than a few sharpeners in the local pub beforehand, culminating in some rather doddery heads of radio come gong time. Elsewhere, The7Stars founding partner Colin Mills has found a new calling ... as a fisherman-cum-mobile-phone-menace. Apparently, Millsy has been featuring in the IPC title Anglers' Mail via text message in the publication's Rants' section ... It's all glitz and glamour on Charlotte Street these days then.

WHO SAID RUGBY TYPES ARE A STRANGE BUNCH?

It's not often that you see someone spit their mocha-soy-latte (complete with Ad-Lid) over a computer screen, but that's what happened to Media Bitch yesterday morning, upon opening the mail to find this rather startling image.

The five offenders (pictured right) are the folk at Ogilvy & Mather behind the promotion for the upcoming Nabs/Sports TV Rugby Sevens Tournament.

And they certainly know how to achieve standout for their client. Thank heaven for small mercies that nothing else stood out, or even fell out, given the unique nature of this little snapshot into the inner-most working of WPP's top agency brand.

Further compounding the assault on our senses came the subsequent arrival of a massive "Rugger Buggers" jock strap, which certainly looks like it'd take some filling - a fact backed up by what looks suspiciously like several pairs of socks stuffed down the front of the jock-strap-sporting advertising bods in the picture above.

The Nabs Rugby Sevens takes place on 23 April. If you would like to win a jock strap (unworn) like the one pictured, e-mail mwnewsdesk@haynet.com and, in no more than 12 words, tell us why we you need more, er, "support".

Legendary (or is that prehistoric) advertising giant Saatchi & Saatchi has thrown its weight behind a ground-breaking piece of research into female consumer behaviour.

The tenuously-titled "If your brand's not down, you're not coming in" seeks to break down into different parts "the perfect night out for a girl". Broadly speaking, the findings split the evening of "the modern girl" into three phases: "anticipation" (basically where it's time to coo over clothes, make-up and hair products and then put them on), "enjoyment" (when the booze gets drunk) and "later" (where brands are treated "more promiscuously"), the last point possibly offering further evidence that people are practising safe sex.

In a crazy attempt to turn a night out on the tiles into rocket science, the document says that girls like a more "360-degree experiential night out". It's a fact not lost on the binge-drinking 20-somethings who can usually be found rolling around on the floor outside a chain pub near you most Friday nights, sometimes culminating in a full 720-degree spin before collapsing in a heap.

DON'T TRY RUNNING BEFORE YOU CAN WALK

Hats off to Dutch agency BSUR Concepting Amsterdam for the recent cross-media and guerrilla-marketing campaign to promote Glamour magazine in that country.

The firm delivered on the brand message of "bringing glamour to the people" by getting 150 locals to race each other through Amsterdam's expensive shopping district for a EUR10,000 shopping money prize.

The principle objective of the Glamour Stiletto Run was to raise awareness of the upcoming fashion issue of Glamour in the country. But one happy side effect may also be the 150 men who now no longer have to walk in slow motion as their girlfriends totter up the road behind them in heels they can barely walk in. After all, the participants should be experts by now.

TIME BANDIT - CAMERON DAY, Business development director, RPM

40% - Listening to brands explain what "brand experiences" they have created in the past ("at Glastonbury, we held a water pistol fight ...") and then convincing them not to spend bigger chunks of budget on the more established ways of not making an impact - such as advertising.

20% - Listening to my colleague Levon Biss trying to justify the inclusion of New Zealand in his four-month, 30-country expedition to capture the spirit of football on film for Umbro. To truly understand the brand, we urge clients to put us on the halfway line on 9 July.

15% - Fielding calls and converting leads from brands that thought they had bought "experiential" campaigns from traditional field-marketing shops.

10% - Fighting the corner as an independent in an increasingly networked marketplace.

10% - Drafting yet another application for the monthly £1,000 RPM experience fund grant up for grabs to "further myself". Strangely, my previous applications to "experience" Barbados, Morocco and the Maldives, and lead the Carnival in Rio have been unanimously rejected by the steering committee.

5% - Convincing Shepherd's Bush mini cab drivers of the benefits brand experience can bring to strategic, integrated brand campaigns as I make last-minute tweaks to my presentations on the way to pitches.

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