McCann:
As soon as I entered McCann’s offices, I was fascinated how a
professional atmosphere can be relaxed!
I was not expecting that their budgets were that important. Furthermore,
I was not expecting that they covered such a wide scope of not necessarily
related activities. For example, producing an ad for l’Oreal is quite different
as an ad production for Mastercard. They require different creativity and
strategy skills.
In my point of view, having a worldwide coverage is a major opportunity.
In addition, McCann is recognized as a major player in their field. I would say
that one of McCann’s biggest challenge is to compete with other major players.
They have to develop their competitive advantages in order to beat the other
advertising firms in a world were growth has slowed. As we know, some major
firms exist and fight for the same kind of budgets: WPP,
Publicis-Omnicom…Another important challenge in order to beat this competition
would be to innovate and to develop McCann’s creativity.
I would be thrilled to work in a company like this for many reasons.
First, I am quite attracted by big size firms. Second, I love the variety of
wide scope activities, and the fact that McCann is an international actor in
advertising. I would love to work in an office environment as theirs: it is
demanding and creative while being relaxed at the same time. A working
environment as Google’s has always attracted me, thinking it was unique. I now
discovered it exists in advertising, where I would like to pursue my carrier. A
somehow similar environment in McCann extremely positively surprised me.
TTIY – American Apparel:
As I read about Dov Charney’s (CEO) sex scandals, I decided to learn
more about his personality. I made some researches on him, which conducted me
to his personal website:
Among all the informations I discovered regarding his life, one fact considering
American Apparel’s policy seemed to be worth noticed. Dov Charney is supporting
BUTT magazine and has decided since 2008 to sell it in his stores.
BUTT is a gay men magazine coming from Netherlands. As said in its
description: “Submissions
are unrestricted, as readers may send in interviews, letters, photographs, or
articles ». As soon as one tries to enter the magazine’s website, it asks for the reader’s
age, that must be over 18. This fact may give information on a sexual content
that should not be shown to children.
How should the brand then deal with the fact that it produces children
and teenagers’ clothes, which are sold in a shop, were magazines with “inappropriate”
content are also in sale?
I will try, in my TTIY project, to learn more about this decision, and
find out the amount of sold magazines.
Here is the letter that Mr. Charney has written to his mother regarding
his BUTT’s supporting decision:
Dear
Mom:
BUTT is
an important art magazine that I support. No question, that it is going to
offend people and it is my feeling that that is the nature of provocative art.
At times, to make progress, you end up offending people. And people were
offended by many things I have done over the years. But I did what I felt was
right, especially from an art and creative point of view.
We are
going somewhere with what we are doing, and no one is required to buy it. Many
people have told me how much they appreciate our carrying the magazine. It has
sold out in some stores.
Also,
because some moralistic anti-gay forces opposed our carrying it within our
company, I am committed to having it. I wanted our company to be open enough to
accommodate this kind of magazine, and if I don't set the precedent now, it
could become too late to get that done later.
We are
also facing customs obstacles in Asia which I am committed to overcoming, on
civil libertarian grounds.
Sexual
freedom, art, and photography are important to me and I am standing firm on my
support for BUTT.
Dov
No comments:
Post a Comment