It was a degree of annoyance at being kept in the dark that first
aroused interest in the 'Where's Lucky?' teaser campaign for Royal &
SunAlliance's latest pet insurance brand, so it is easy to sympathise
with Ogilvy PR Worldwide employees.
The agency, which has been taken on for the canine campaign, was forced
to impose tight security measures to ensure staff did not leak the
identity of the mystery brand behind the campaign. Thus all but a select
few were excluded from the details of the brief.
Ogilvy director of marketing Kerry Chester explained that colleagues had
been 'teased along with the rest of the public'. Thus the account was
only referred to by its codename 'Bright and new', shared computer files
were encrypted and monitor screens locked with passwords. The agency
even went to the near-Soviet steps of banning the writing of the brand
name until just days before the official unveiling.
'There's no resentment at all', exalts Chester, at the thought her
colleagues may be a little non-plussed by the security. 'It's not about
keeping them uninformed. They know what we're trying to do and they know
it's a big brand.'
Insert your own 'dog's life' gag here.