Do no harm. It’s a cardinal rule for doctors – and it should be the same for advertisers because a poorly executed ad can do as much damage as a surgeon with a shaky hand.
Recently, when flipping through a defense magazine, I came across one of these misguided ads and was shocked by how badly it served the company that had purchased it.
The one-pager was for comms equipment, and it depicted your typical soldier as an operator. But on his camo cap, there was the word “infidel” written in Arabic-style script, a tweak to Islamic extremists.
Well, what a year 2011 was. A new SecDef and Pentagon leadership, sequestration and budget cuts, the debt ceiling debate, bin Laden finally getting his comeuppance, U.S. forces withdrawing from Iraq, acquisition reform and all the merger/acquisition/spin-off activity that seems to have captivated the industry are all enough to make anyone’s head spin. I get tired just thinking about the past 12 months.