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Wed 9th Feb 11 Singing off the same hymn sheet

I am not sure what Jet2's advertising agency were on when they came up with the jolly whizzer idea to promote holidays in Egypt, when the country was on the verge of civil war, but let's hope it isn't legal.

Of course, when planning advertising campaigns you can never know what is on the international horizon, but surely it should not have been beyond the wit of the client to determine that it simply wasn't appropriate to run a campaign. Had Jet2 consulted their public relations department then the advert may have been pulled, especially given that Jet2 clearly flies to other more appealling destinations.

The problem often is the silo mentality that all too often clouds judgements that result in ads such as the Jet2's that I recently witnessed; the same applied to BA when a few years ago they ran a series of adverts conveying the message that they flew to more destinations that other airlines at the same time when they were actually reducing the number of destinations to which they flew.

With the silo mentality every department feels that they should have the upper hand. Advertising want to lead because they're the creatives; marketing want the limelight because they're the strategists and sales promotion want to lead because they'll make the sales.

The reality is that those responsible for corporate reputations, the PR departments and consultants, should be leading the communications debate and ensuring that everything that the marketing, sales promotion and advertising departments produce actually works to convey the same corporate message.

Flying off at different tangents might not be a catastrophe for companies, but mixed messages will only confuse the customer and deter sales.

As well as having ads signed off by the client they really ought to be passed under the noses of the communicators so that customers don't turn up their noses at the product being promoted.

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