HOW I SEE IT - Alan Twigg, Managing partner, Seventy Seven PR
The initial attacks on Tele2 were premature, but considering this scam emerged last week and we are still waiting for the 'pay off' and some genuine brand saliency, I have lost my patience. I admire the audacity of the physical stunt, but the knee-jerk defence that it was to distract attention from the country's economic crisis is like saying The X Factor duo John and Edward are palatable because the weather has been bad. I guess 'special' communication will be the roundabout justification when it comes, but it will be pretty weak in a telecoms sector where we have come to expect great things above and below the line. A salutary lesson that for every successful stunt we praise, dozens end up lying in a pitiful crater somewhere.