ASAI to target advertisers that employ shock tactics

Media & Marketing: In a bid to sizeably reduce the number of advertising campaigns that seek to gain media attention by using shock tactics and also in an effort to stem any Government moves to impose legal curbs on marketing communications, the Advertising Standards Authority for Ireland (ASAI) plans to introduce a number of changes to its code.

As from January 2007, advertisers that are found to have repeatedly flouted the ASAI code by not complying with the demand that advertisements should be "legal, decent, honest and truthful" will be obliged to have all their campaigns vetted by the authority.

The ASAI recently came in for strong criticism from Joe Duffy on Liveline on RTÉ Radio 1, who accused the authority of lacking muscle. Callers phoned in to the show asking for tougher action against posters for Hunky Dory crisps where a young couple are seen in suggestive poses accompanied by slogans such as "She's only after one thing".

The ASAI hopes that the threat of mandatory vetting may go some way towards keeping self-regulation in place. It may also dissuade Ryanair from running campaigns with caricatures of former communications minister Mary O'Rourke in a bath and press ads mocking Taoiseach Bertie Ahern and businessman Denis O'Brien.

Speaking on behalf of agencies at a conference to mark 25 years of the ASAI, John Fanning, chairman of McConnells Advertising, called for caution. Fanning said that up until now, advertising had been regulated for traditional media but the industry must not allow a situation to develop where it became easy for new media to make outlandish claims.

Fanning said the alternative to self-regulation was strict laws and this was unthinkable. "People buy goods because they are competitive," he added. "Advertising doesn't programme consumers to want. We must defend consumerism, not bad taste. We can vulgarise society - like the UK tabloids - or we can take it to a higher level."

Catherine Bent of CB Consulting said privilege brought responsibility and as in politics, education and the health sector, there were times when abuse occurred. The industry was granted this responsibility through the ASAI, but if it failed, consumers would react and "put manners on us" and there would be a cost to the brand.

Edward McCumiskey, chairman, ASAI, said the amount of advertising in Ireland made it impossible to vet all campaigns. McCumiskey added that the ASAI must be "quick, fair and effective" if they were not to lose credibility.

Backing Marty

RTÉ is canvassing marketers with an interest in sponsoring the Marty in the Morning breakfast show on 2FM from November 6th. The sponsorship fee quoted by RTÉ is €130,000 for six months and €210,000 for a year.

Conor Hanover of Mediaworks said that while Marty Whelan trailed both Morning Ireland and the Ian Dempsey Breakfast Show in the ratings, the show was biased towards 15-34 year olds. Given that this is a costly audience to reach, the deal was value for money, Hanover added.

AIB sees agencies

AIB is in the early stages of reviewing its creative account handled by McConnells. The bank is in contact with several agencies that would not have any financial ties. McConnells' MCM division successfully defended AIB media during the summer.

Grey Helme has been retained by Irish Distillers to handle the creative area for Paddy whiskey after seeing off challenges from McConnells, Publicis QMP and K9, the new agency set up by ex-McConnells account director, Garrett Kinsella.

Owens DDB has held on to the National Consumer Agency after a contest with AFA O'Meara and McConnells. Vizeum has won Opel media in Ireland as part of an international alignment by General Motors. The account was with Universal McCann.

Dynamo is handling Start Mortgages. The company loaned over €350 million last year through brokers and its advertising campaign covers press, radio and Dart cards.

More magazines

Sky Ireland is hoping to build on the success of its Sky Magazine by launching two new monthlies. Sky Movies will make its debut in December and Sky Sports will follow in January. Each title will be posted to over 200,000 Sky subscriber homes in Ireland.

Sky Sports will be published by Haymarket, the group owned by Lord Heseltine, whose magazines include F1 Racing and FourFourTwo and a contract title for Manchester United.

The latest ABC average circulation figure for Sky Magazine in Ireland was 397,478 copies.

RTÉ stalemate

RTÉ has yet to confirm whether or not it will ask agencies to pitch for its creative account.

Rothco, which began working for RTÉ in April after a lengthy pitch process, resigned the business due to "creative differences". Should an agency contest go ahead, McCann Erickson, which was a close contender last time round, will not be involved.

Top marketer

The annual trawl for Ireland's top marketing executive ends next Thursday when the Marketer of the Year will be announced.

This year's winner will be chosen from four finalists: Deirdre Ashe, Vivas Health; Maurice Breen, Magners; Loretta Lambkin, Dublin Docklands Development Authority; and Fintan Lonergan, Aer Lingus.

Michael Cullen is editor of Marketing magazine, Ireland's marketing and media monthly.