DIARY: Ogilvy silence is golden for Royal & SunAlliance

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.

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