Craik Jones is always willing to help clients who are searching for innovation and creativity on a tight budget. But its Mini client seemed to be pushing this a little too far last year when it asked the agency to stage a low-budget photoshoot for a direct marketing campaign.
The agency showed its loyalty to the client, which was a bit short on cash last year, by piling its slimmest staff into the car for the shoot, saving them money on hiring proper models. It also managed to call in a few favours to get the 'Minicram' postcard mailing printed cheaply.
The campaign brought a starring role for Jeremy Samways, a Craik Jones account man, who is grinning inanely from behind the steering wheel Samways has since left the agency to launch his own marketing company - perhaps because he doesn't have to go to such ridiculous lengths to keep clients.
Not that Craik Jones' famously creative approach would allow it, but they could use the idea for other clients including Land Rover and Virgin Trains. Most staff would probably prefer a shoot for the agency's Lunn Poly client.
This article was first published on Campaign