Art & Commerce: Fall From Grace

Richard Branson's Acceptance Speech In Cannes Shows Just How Ungrateful Some Clients Can Be When Richard Branson took center stage recently in Cannes to accept the Advertiser of the Year award, we expected to hear a few "thank yous." Well, he started off OK, thanking the Virgin staff around the world, the International Ad Festival and even the audience for its applause. But his gratitude, surprisingly, did not extend to his ad agencies. Not only did he fail to acknowledge the admen and women who helped put his tiny and once-unknown Virgin company on the map, he announced he was putting his ad accounts in review. You heard right. He explained that since Virgin is now "on top," he could have his pick of the litter and was eager to entertain proposals from any and all good agencies. "We'll be repitching," he beamed, as he stood next to the motorcycle he rode onto the stage. There was an awkward silence. We waited for the punch line. None came. I hope Branson's comment was meant to be a joke. If so, it was an ill-conceived and poorly delivered one. Had he been hilariously funny, his remarks would have been received differently. But as it stands, his comments were curious at best, ungracious at worst. Festival jury president Keith Reinhard, who was sharing the stage with Branson, calls the episode a "sad commentary" on the industry. "If I were his agency, I would be insulted and disheartened It just goes to show you that no good deed shall go unpunished." Usually, loads of agency and production folks would consider such comments a welcome invitation. Not this time. The offer didn't sit well even with this highly competitive group. Most audience members looked shocked. The empathy in the room was palpable. I was pleased that no one seemed to take any pleasure in another agency's misfortune. Later that evening, I ran into one of Branson's colleagues at a party thrown by Rainey Kelly Campbell Roalfe, the London shop that works with Virgin. Over drinks, he explained that Branson was merely making a joke, and just for good measure, he added that the CEO's British sense of humor must have gone over my American head. How charming. This teasing thing must run in the Virgin family. Thankfully, we were surrounded by other Brits, and several chimed in. They agreed that they, too, had failed to see the humor in Branson's cutting remarks. Moreover, I find it bizarre that Branson would use this venue, where he is being honored for advertising excellence, to embarrass those responsible for his ads. One theory is that he tried to be witty and missed the mark. We all know he's a consummate publicity stuntman and he gives a great TV interview--but he's not great at delivering speeches. So maybe he was just unprepared. The less generous theory is that he's one of those clients who gets off on scaring his agencies. Despite this tasteless display, some agencies will still take Branson up on his offer. I'm sure they are already burning up the fax lines. A word of warning: Be careful what you wish for. Meantime, whatever his motivation, Branson still owes his agencies a thank you--if not an apology.

Brand Marketing

Art & Commerce: Fall From Grace

Alison Fahey

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Alison Fahey