by Laurie Panas-Brackett
It is interesting just how aggressive companies are getting in this marketplace. Some are going as far as doing a reverse benefits campaign by showing their competitors flaws in the industry. Such is this Barclay Investment Banking spot. This spot has not only done an effective job of adding comedy to the spot but has boldly made fun of their investment banker friends.
This can be a good tactic if you are the first to point out those flaws. But you better make sure you have the ad capital to effectively carry the ad campaign to a deep frequency to clearly distinguish that your company is not part of that stigma and you are different. You don’t want your company to be left educating people about the stigmata by not making it clear that your company is different after the campaign runs.