Phil Rubin

A Rebranding Effort Betrayed

July 30, 2010

FROM RETAILWIRE:
A recent editorial in Advertising Age explored ethics around branding, particularly an individual's responsibility to make sure those messages somewhat ring true. A former copywriter for BP has a guilt complex. Has BP's "beyond petroleum" positioning as a new type of energy company caused more damage to its reputation than had it communicated a traditional oil company message?      [more...]

As the old adage goes, "agencies make recommendations and clients make decisions." The recommendations from agencies like Mr. Torres' are based on input from clients. Clients pay top dollar for these recommendations so it's also in their best interest to provide the best input possible. If BP provided BS (which we know they have, at least in the aftermath of the spill!) to Ogilvy in terms of input then that's what Ogilvy had to work with. Of course they could have developed another concept or perhaps BP simply didn't execute what they intended to do or they could have resigned the business.

Sure there is plenty of guilt available given the magnitude of the disaster in the Gulf of Mexico. Having grown up in New Orleans and seen the aftermath of Katrina it is painful to see this latest man-made debacle.

But let's be clear, this should not be about Mr. Torres' guilt, it should be about the responsibility of companies--clients and agencies included--to do the right thing, be truthful and be accountable.