Don't knock the current BAe Systems tube ad campaign
Richard Evans | 03.11.2002 22:42
Exclusive text of leaked memo from BAeSystems' chairman re. company's new 'Innovating for a safer world'/'We're good for Britain too' PR campaign
'Memo to Mike Turner (CEO);
cc. to Sir Ronald Hampel, Michael Portillo, Lord Hesketh, Paolo Scaroni and other non-executive board members:
While I am delighted with the way the new advertising and public relations campaign is positively rebranding us as a peace-keeping company dedicated to 'innovating for a safer world', I am concerned that critics may use it as a rod for our own backs, in the same way as they did against BP when it relaunched with the green helios and 'Beyond Petroleum' tag.
I'm hearing rumours that many of our ads in London Underground train carriages are being defaced (with texts like 'Profiting from death') or even removed completely. Similarly, we are receiving negative emails and letters in response to our broadsheet newspaper ads. This is worrying. If the shareholders get wind of the cost of this campaign, and hear of the way it's being received by the public, then we're all in for a roasting. With all this palaver re. Iraq, feelings are running high at the moment - God forbid if we were to start seeing headlines like 'Taxpayers' money spent on feelgood ad campaign' in the bleeding heart press.
I want ideas about ways to minimise the fallout from this on my desk Monday am., or else we're all in for a roasting,
Yours,
Dick
PS. I hope to see as many of you as possible in our box at Twickenham over the season - let my PA know what dates suit and she'll take it from there...
cc. to Sir Ronald Hampel, Michael Portillo, Lord Hesketh, Paolo Scaroni and other non-executive board members:
While I am delighted with the way the new advertising and public relations campaign is positively rebranding us as a peace-keeping company dedicated to 'innovating for a safer world', I am concerned that critics may use it as a rod for our own backs, in the same way as they did against BP when it relaunched with the green helios and 'Beyond Petroleum' tag.
I'm hearing rumours that many of our ads in London Underground train carriages are being defaced (with texts like 'Profiting from death') or even removed completely. Similarly, we are receiving negative emails and letters in response to our broadsheet newspaper ads. This is worrying. If the shareholders get wind of the cost of this campaign, and hear of the way it's being received by the public, then we're all in for a roasting. With all this palaver re. Iraq, feelings are running high at the moment - God forbid if we were to start seeing headlines like 'Taxpayers' money spent on feelgood ad campaign' in the bleeding heart press.
I want ideas about ways to minimise the fallout from this on my desk Monday am., or else we're all in for a roasting,
Yours,
Dick
PS. I hope to see as many of you as possible in our box at Twickenham over the season - let my PA know what dates suit and she'll take it from there...
Richard Evans
e-mail:
richard.weston@baesystems.com
Homepage:
www.baesystems.com/uk/
Comments
Hide the following 2 comments
yeah, sure
05.11.2002 13:24
And you expect us to believe you're doing this ? Whoever you are, you need serious training in subtletly and identity faking !
gzzzt.
Rio Ferdinand vs. BAe Systems in the Mirror
07.11.2002 11:12
EXCLUSIVE
By Nic Fleming
MANCHESTER United officials and defender Rio Ferdinand are furious with
an arms company for using their reputations in an advertising campaign.
Ferdinand yesterday consulted lawyers over a Bae Systems advert using
his name, and images of a strip very similar to United's.
The defender's spokesman said: "It's fair to say we're not happy.
Lawyers are being consulted. His image is linked with the firm.
"There is no way Rio wants to be associated with an arms company."
Ferdinand has not registered his name and number as a trademark, and the
strip used varies from the United kit, so the advert does not breach any
laws.
A United insider said: "We are not thrilled. It's fair to say we would
not do a sponsorship deal with a company selling weapons. It would not
fit with our image."
It is understood United's marketing director Peter Draper spoke to other
club officials, but it was decided no action would be taken.
The ads compare Bae's investment in arms with United's £29.3million
signing of Ferdinand - which made him the most expensive defender in the
country.
It says Bae has kept Britain in the premier league by spending £4billion
on research and development. And, when it comes to defending the UK's
interests, the firm is the first name on the team sheet.
But the Campaign against the Arms Trade said: "Rio is a young talent who
many of us admire. But his image is being used by a firm whose equipment
is used to snuff out young talent elsewhere.
"We are glad he is appalled by Bae's campaign."
The adverts were published in five national newspapers, including the
Mirror, earlier this week,
Bae Systems said: "We did not ask for permission because it was not
required.
"No endorsement is implied or stated, and it does not infringe copyright
nor trademark.
"The name does not appear anywhere other than on the shirts."
In 1989 the company, previously known as British Aerospace, attempted to
sell Hawk jets to Iraq's Saddam Hussein.
Earlier this month the UN said the firm broke the arms embargo against
Zimbabwe.
Bae has also been bidding to sell Hawk trainer jets to India, despite
rising tensions in the region.'
As well as what's below, have you seen the ad on the sides of buses, saying 'Nov. 11th: Red letter day' and a BAe logo? I think we've screwed this one up.
That's Sir Ronald to you