Other companies would no longer regard them as a bit player. You regret the lost opportunity, and then move on. You need to tell them. The client is paying for strategic counsel, and you should offer guidance. Don impatiently told them to come to a decision while he left the room on personal business. What about you? Lisa Hawes can be reached at lhawes sterlingpr. Follow Lisa on Twitter lisakayhawes. Lucky Strike became the central focus for Drapers ad firm consisting of about 35 percent of the total income.
When Lucky Strike decided to move their business elsewhere, it left Draper and his firm at risk of bankruptcy. This strategy helps advance his credibility because it shows his moral accountability and a change of heart. Draper recognizes the ethically questionable nature of tobacco, and takes a stand against it in the NY Times. Draper effectively authenticates his advertising practice by publicly criticizing Lucky Strike cigarettes and connecting the toxicity of their business to the toxicity of their product.
Draper later lists his competitors that still do work for major tobacco clients, setting his agency apart from others by implying that his agency cares about its customers. But there was money in it. A lot of money. In fact, our entire business depended on it. This appeal is effective because it illustrates the same abusive behavior tobacco takes on its business victims as well as its consumers. By comparing a corrupt business to a corrupt product, Draper realizes his NY Times audience will much more easily jump on his side.
He suggests that his ad firm is better than his competitors because it has a higher standard than the competitors. When writing the column, Draper was frustrated and desperate for public exposure in order to gain new ad accounts for his business.
But instead of seeming desperate by asking for clients, he threw away new potential clients by telling the world he would no longer work with tobacco companies. While this seems counterintuitive, Draper assumed that his ethically driven firm would make the biggest splash for new business, and he was correct. In the following episode of the show, Draper had a meeting with the Food and Drug Administration FDA to construct a campaign to help stop children from smoking.
Although it was technically a paid advertisement placed in the paper, this column is a prime example of effective public relations. Advertising and public relations PR often go hand-in-hand however there are some important distinctions that separate the two.
In general, advertising is promotion for a product while PR is promotion for a business. Advertising is paid media while PR is earned media. Public Relations not only connects with the public, but strives to form relationships with new potential business connections. While Draper paid to have this column placed in the Times and he would call himself an ad-man, this column is all about public relations. He is attempting to relate to the common-man who reads the New York Times.
Draper is hoping to make a big enough splash to form new relationships with ethically conscience businesses. He sets his firm apart from others by spinning their recent loss of Lucky Strike into a gain by becoming the heroes of ethics in advertising.
His passionate attack on the tobacco industry is an indisputable argument that purposely pissed off his ex-client, Lucky Strike.
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