Advertising agencies rarely advertise. But do we detect something of a trend? DDB put out a one-off ad to celebrate what would have been the 100th birthday of one of its founders a while back, and M&C Saatchi attempted to clear up some confusion in the marketplace after ‘Pink fist-gate’. But DrafFCB takes the title of best self-promoter after sponsoring Mad Men on Prime and using some of its clients’ ads to show off a bit. Now, after a fantastic performance at this year’s Effies, it’s doing a bit more shouting with an entertaining, rugby-related full page ad that featured in the Business Herald on Friday.
The text: “Proving success comes from adversity, ad agency DraftFCB showed true strength of character by recovering from this cruel blow to our world cup dreams and going on to collect an unprecedented eleven Effies and this year’s advertising effectiveness awards, including the three biggies – most effective agency, most effective campaign and most effective client. Admittedly, for an agency that champions behaviour change, they did bring a certain predictability to the evening by collecting one gold award after another and naturally post-ceremony celebrations were subdued (Cory and Israel weren’t there). If there’s something you’d like to change about the way you talk to your customers, call Bryan Crawford …”