Cool it on Y2K, Millennium ads - McCann-Erickson

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NEW YORK (Reuters) - Be informative but not effusive. Take a long-term view in your approach rather than a more popular, immediate position. And at all times exercise care because you can easily be caught on your own petard.

This is the advice on two hot issues -- Y2K and the new millennium -- given to advertisers and their advertising pros by McCann Erickson Worldwide, the large, New York-based advertising agency. Basing his remarks on two, separate ``consumer insight studies,'' Joseph Plummer, the agency's executive vice president, made these main points in a recent interview on Y2K:

* Advertisers don't need to include details in their advertising and guidance to clients on Y2K but should leave room or opportunity for questions and more details.

* Concern on Y2K is greater among developing than developed countries, especially in terms of banks and technology.

* Advertisers should reassure the public that they have things under control on Y2K, particularly on technology, which is causing the greatest concern as the millennium arrives.

``Even if my product or service is a high-tech brand that isn't directly involved with Y2K,'' Plummer said, ``I will have to establish trust in my brand by citing its advantages, innovations and improvements.''

* Banks in particular should work to be ``more user-friendly, give depositors a chance to talk back and reassure them whatever information they give you, it will be held in the strictest confidence so they need have no fear that their privacy will be invaded.''

* Y2K fears are notable because they represent the first global concerns over the downside of technology, like possible airplane crashes and utility stoppages. ``Up till now, people have had a good-bad relationship with technology but now it's a real concern that even high-tech can have an Achilles heel,'' Plummer said.

As to the millennium shift, Plummer cited three types of fears showing up in various countries. In Russia, Indonesia and probably the two Koreas, the fear was that the quality of life would deteriorate. Another fear was that in Asia and Europe the current economic turnaround would not be sustained.

This would inevitably reflect on pressures on the educational systems in those countries with resulting, bad effects on children. And the third fear, which Plummer called the ``most pervasive,'' was that peace would be lost and World War III might be touched off.

So, the main hope is for peace around the world, a McCann-Erickson global study found, followed by hope for health care breakthroughs. ``Many people have become spoiled by hi-tech breakthroughs,'' he said, ``and so expect that this trend will continue.''

But what was most missing in the surveys was any concern about ``outer-space,'' he went on, although when pressed people in various countries tended to show interest. But initially their reaction was blase on space, Plummer said.

In terms of national differences on the millennium, the United States showed the most universal optimism, with some negative reservations, compared to other countries. Next on the optimism list were Latin America, Asia and Europe.

Major concerns about the millennium worldwide, he said, were the economies, politics and personal situations, with religion relatively not a source of concern when the 21st century dawns.

Plummer, a 58-year-old executive with 32 years in the advertising business, cautioned businesses and advertisers to ``be very careful about how you tie yourself to the millennium. Consumers expect a certain amount of hype about it, so my advice is to cool it and be very thoughtful about how you connect with the change in the century. I suggest that your involvement or connection be of an ongoing nature rather than a one-time shot. If you are marketing a brand, give its millennium connection a long-term approach. In other words, it's better to focus on a broader than narrower view.''

As an example, he suggested a connection with supporting education or ``some other aspirational matter.''

But, he said, the millennium can be a ``fun thing, too. It doesn't have to be taken too seriously. It can lend itself to self-indulgent products, like champagne, gourmet foods and chocolate. Or, for that matter, even a new set of clothes.''

-- Sysman (y2kboard@yahoo.com), November 04, 1999

Answers

you can easily be caught on your own petard.

Jesus, that's sounds really painful, better can the Y2K ads guys. But what about that damn Y2K movie, can we at least run them that night? Godamn it, I told you, if you run them, you'll get caught on your own petard. I'll personally take your petard and shove it up....

-- Gordon (g_gecko_69@hotmail.com), November 04, 1999.


It can be a fun thing...

-- Mara (MaraWayne@aol.com), November 04, 1999.

A new set of clothes! Just what I wanted.

Can you suggest something in a tasteful tinfoil?

Gene

-- gene (ekbaker@essex1.com), November 04, 1999.


Gordon -

Just FYI:

A "petard" was a bomb at the end of a long pole, which was used to blow open castle gates. if you misjudged the fuse, you were "hoist on your own petard."

...Let it work;

For 'tis the sport to have the engineer

Hoist with his own petard: and 't shall go hard

But I will delve one yard below their mines,

And blow them at the moon...

--- Hamlet, Act III, scene 4

-- Mac (sneak@lurk.hid), November 04, 1999.


Out, italics!!

Out, I say!!!

-- Mac (sneak@lurk.hid), November 04, 1999.



It appears Y2K is purely about perception management.....thank goodness !!

-- Charles R. (chuck_roast@trans.net), November 04, 1999.

Out, damn italics!

Also see my post "We Are Ready for the Year 2000" by the investment community (will be posted about 23:00 PST tonight [11/4]).

-- A (A@AisA.com), November 05, 1999.


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