As a newcomer to the ad business, but an old member of life, I am fascinated by the ad world’s haste to embrace any communication that suggests women are distancing themselves from women’s issues. This tendency does not go unnoticed and from the studio to the boardroom, women who don’t go along with the guys can expect to be marginalized.
Perhaps the media should check the mirror for reasons why women shy away from being identified with feminism. In “Are Brands Carrying Excess Feminist Baggage?” [Takes, July 13], Mark Dolliver cites, as an example of an ad with a feminist slant, Virginia Slims’ “You’ve come a long way, baby” campaign. Does this embrace a feminist perspective? Then there’s today’s version of advertising’s liberated woman: She does it all and has it all. Are the rest of us deficient? No wonder women don’t want to go on record as feminists.
The Time article the author references was bad enough, but his assertion that it may indicate that brands shy away from a “feminist veneer” is just silly. Veneer is the operative word. A truly feminist perspective has yet to shape a branding campaign because the concept has been communicated by those who fear they stand to lose.
Iam writing in response to your story “Miramax: That’s a Wrap!” [Adweek, July 13]. The article seems to imply that Harvest Communications lost the review; in fact, we resigned the account.
Although we valued the relationship and business of Miramax Films, we felt it was in our best interest to part company. The decision to resign the account was based on our strategy to continue in a different direction while maintaining integrity. We plan to expand our business beyond the entertainment industry and do not expect to make any personnel changes.
Chief executive officer
Harvest Communications, New York
Editor’s note: Sources confirmed that Harvest Communications participated in the review at the invitation of the client, but resigned the account on July 6, when Miramax was in the midst of finalizing a contract with a new agency, Messner Vetere Berger McNamee Schmetterer/Euro RSCG in New York.
For the Record
TBWA Chiat/Day in Venice, Calif., won two gold Lions during the 45th International Advertising Festival in Cannes [Adweek, June 29].
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