This campaign has demonstrated none.

Column inches are a weak measure of a campaign’s success – this campaign is a complete failure of the Honesty ROI: Honesty of Relationship, Honesty of Opinion and Honesty of Identity.

Awareness is only one factor in the public adoption and acceptance of a marketing and communications campaign – and a product. Trust is more important.

What’s all the column inches in the world if you can’t trust a thing they’re saying?

…and don’t get me started on the “cult of personality” – how this campaign has gone from being about raising the client’s awareness to raising the agency’s awareness?!

One of the most spectacularly stupid moves in 2009, and it’s only Feb.

As for Naked just doing their job? Somehow I don’t think the middle of the conservative road Witchery was forcing this campaign upon them to execute.

Some journalists make excellent pr strategists, but it’s by no means a given. Many of the core skills are very different.

That’s PR101

This stunt is crap promotion from an agency that has no ethics or conscience or clue. Journos have your number now … you blew it.

The campaign in itself is entertainment, not deceit. If you bought into it and feel like you got sucked in for the ride, that’s just part of the game. I think that there are just a few loud people who are embarrassed that they got caught out in the “hoax”

It’s just an ad campaign…..

They did lie.

The girl was asked if she was an actress. She denied it. She lied.

The agency was asked if it was involved. It denied it. It lied

After they were busted they were asked if they planted it with the reporter. They denied it. They lied.

I agree that this is a big row over not very much. But let;s get the facts right.

Oh wait, its the same.. just a social media wreck

They didn’t lie about ‘the girl with the jacket’ it was simply interpreted by other people to be something that it wasn’t.
I thought the campaign was clever, engaging & ultimately achieved the objective to raise awareness of the Witchery Mens brand therefore wasn’t it a success?

Yes it was a bit of a ‘F**k you’ to the journos to publish the full page ad but why the hell not? it’s not as if the journos cut them any slack, Naked were completely ripped apart in the press (unfairly so) because they bruised many a journos ego.

No journo is going to sit back and allow their investigative techniques to be called into questioned especially when it’s such a public story – they were duped and they didn’t like it so they lashed out and questioned Nakeds competency.

I hardly think people writing for the Daily Telegraph & Herald Sun are well placed to offer decent commentary & opinion on brand advertising….

At last someone has reduced all of us in the ad industry to a pack posers and liars that care more about self gratification then their client’s business. You win the – head up your own ass – award!
If you really cared about your client, you would have simply been trustworthy to never tell.

Why not wear a Witchery branded T shirt, throw faeces at the Prime Minister and put it YouTube? It’ll go viral AND get heavy media coverage.

This ‘new media’ thing is pretty easy once you understand the rules!

I really don’t understand why people get annoyed by being fooled? Advertising is all about the illusion of trickery and making your brand top of mind. That is exactly what Naked did for Witchery – people now notice and recognise the brand, I know that I will be keen to check out the new store and if thats not good PR then I think we need to reaccess why we are in marketing?