Mad Men shenanigans
It is almost a prerequisite to watch Mad Men if you work at an agency. Although, I started watching the show from the beginning, way before I worked at an agency, the show has even more context to me now. Let’s take this example from the season premiere (spoiler alert), aptly titled “Public Relations.”
Peggy, Pete and Peggy’s new creative partner Joey concoct a scheme to help boost sales of Sugarberry Ham near Thanksgiving by paying two actresses to fight over a ham in a grocery store. The story gets picked up in newspapers and ta-da more hams are sold. Beyond the agency and actresses, no one knew this was a stunt, including the client. In the end Peggy tells Don, he should tell the client and thinks the client would be impressed because they increased sales. There is a fatal flaw in that statement, yes, increasing sales is important, but it is not the only goal and should not be attained at any cost. As a client, I would not be impressed.
Maybe not in 1964, but in 2010 fabricating news is considered unethical. As Pete and Peggy discussed why the agency doesn’t do these types of stunts, their discussion was around being able to bill it, not the ethics. Even in 1964, if it ever got out this was a stunt, rather than an organic event, the brand would be humiliated and have a lot of damage control to do. As a client, Peggy and Pete should have considered what the client would think about playing so fast and loose with their brand and reputation. Today, someone would probably get fired over this type of tactic as they should. It’s dishonest and deceptive.
I am not saying publicity stunts don’t happen, look at Richard Branson or Steve Jobs, but we know the difference between real news and publicity. And when a “news” stunt does get uncovered, people feel betrayed and angry (balloon boy anyone?). The last thing you want as a brand is for people to feel betrayed and angry at you .
Regardless of being 1964 or 2010, Don’s instinct of trying “to stay away from these kinds of shenanigans” is spot on. If you can’t increase sales by legitimate marketing strategies and tactics, then you are not being creative enough.
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