“Who watches the watchmen”? The phrase associated with the comic book by Alan Moore and new the film version of The Watchmen has made several appearances around New York City. [Full disclosure – I’m a huge Moore fan.] Is this a marketing stunt? Oh, for sure. Though wouldn’t it be rad if some kid had the smarts to understand the link between the comic, the financial meltdown and the total failure of the SEC? Yeah, but no. It’s a marketing stunt considering that the graffiti is also popping up in places like Toronto. Talk about cheap, efficient advertising.
So, question… who DOES watch the watchmen? No one. In advertising’s case, we have several “watch dog” organizations set up to decide and enforce the rules of the business such as: The 4A’s, the Association of National Advertisers, the Direct Marketing Association, The Outdoor Advertising Association, The Word of Mouth Marketing Association and the Interactive Advertising Bureau, etc. etc. Oh and there’s the Society of Digital Agencies (SODA), as well as the Social Media Advertising Council. They all issue rules of conduct, as well as giving lip service to spearheading conversation and better business practices. Christ. So many. They should all just face off in a super roller derby match. Winner takes all.
With all of these consortiums cruising around is anyone really dictating rules, reigning in the rogues or nudging the ad business in the right direction? Or, are these groups really just standing by supporting the culture of rigged awards shows and the same old billing model, while issuing bullshit-ladened press releases?
Consider that WOMMA has just issued a press release of their rules for word of mouth campaigns. It includes edicts like – “Consumers engaged in a word of mouth program should disclose their relationship with marketers in their communications with other consumers” and “we require marketers to effectively monitor disclosure of consumers involved in their word of mouth initiatives.”
Anyone who has ever worked at agency knows that these rules are not and never will be followed. And, that WOMMA is not looking over your shoulder even if you’re Agency.com, Lime PR or iCrossing who are all members of the organization. While I love this Watchmen street campaign, it’s also totally illegal. Odds are that the responsible agency belongs to one of the many associations who would frown upon such activity, right? But no. While these groups say they are interested in organizing the business, they never take action from Cannes debacles to a broken HR structure, unless they have to (i.e. lawsuit). Let’s not front anymore, okay? Stop the press releases, because no one is watching. No one at all.