Droga5 pulls back on claim that VB handled its own Facebook page

Ad agency Droga5 has clarified its statement that its former client VB directly manages its own Facebook page, after the ad standards watchdog found the brand responsible for abusive comments on the page left by consumers.

After VB’s parent company Foster’s told the Advertising Standards Board that comments had been left up as a mistake by the agency, attention shifted to creative agency Droga5, which was removed from the roster earlier in the year.

But Droga5 initially told Mumbrella in a statement: “The VB Facebook was always, and still is, handled by the client directly.

Foster’s meanwhile told Mumbrella in a statement: “The response to the ASB includes an explanation of the process involved in monitoring Facebook, however CUB will not name the agency concerned as we believe the issue is CUB’s responsibility.”

Droga5 has now issued a further statement to Mumbrella saying that it did not mean to claim the client handled the page directly. It said: “The social media management of this campaign was not in Droga5’s remit and was handled by another agency on the client’s roster.”

Asked whether this meant the agency was withdrawing its claim that it was handled by Foster’s internally, the Droga5 spokeswoman said: “I was saying that the client, or in this particular case the external agency they appointed, was handling the Facebook management , not Droga5.”

Mumbrella understands that the social media agency behind the VB page is in fact STW’s Pulse Communications. The agency told Mumbrella that none of Pulse’s spokespeople were in a position to comment.



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