Mark Borkowski Press and PR won an account with an ironic twist
The agency has been briefed to promote a new series by client Open Mike
Productions which sees viewers being led into the 20th century by
’fifties throwback’ Mark Lamarr.
The six-week series, which plays on BBC 2, starts on 4 July and is
titled Mark Lamarr Leaving the Twentieth Century.
Borkowski won the consumer account without competition. Agency MD Mark
Borkowski said there was no difficulty promoting a Teddy boy taking us
into the 21st century. ’We will not promote his fifties image, we will
promote him and his very distinct point of view,’ he says. Borkowski’s
brief is to steer coverage of Lamarr away from tabloids and into the
broadsheets for the comic show which homes in on serious issues. Crime
will be covered in the first show, which features guest star Barbara
Windsor of Carry On and EastEnders fame.
Borkowski has previous experience of working with Lamarr, having
promoted Never Mind the Buzzcocks, the music quiz he hosted, and knows
that his client’s relationship with the media has sometimes been
strained. While arranging media interviews during the run of Buzzcocks,
Lamarr lambasted one particular journalist about a previous article he
was not happy with.
’The difficulty with promoting Lamarr is that he is his own worst critic
and therefore does not stand for criticism from others,’ says Borkowski,
already earning his fee.