A digital agency going offline approach to promote their service is not a new thing or harmful approach yet Rufus Leonard advertisement is definitely wrong and lame approach to promote their digital marketing services.
I never heard of Rufus Leonard before and asking around was the same answer; it seems they have recently set-up in UAE unlike Starcom, Flip Media, Omnia, Fire Fly, and Cyber Gears. This digital agency seems to be heavily focused on UK market and they probably represent their clients in UAE; however, two of their press releases show that they acquired clients within UAE market. Therefore, since not many of the media industry professionals know the agency, this un-branding approach in their market penetration strategy shows that they are on the lame lane in giving us the un-wanted brand perception.
Rufus Leonard quarter-page ad on Campaign Middle East magazine of January 31st issue, gives everyone impression that this ad is simply uncreative in its direct marketing approach that they called it “open letter”, let’s call it a last-minute rush job rather than an unqualified advertising skills. The open letter is simply saying “we need your money”. If the agency doesn’t know print advertising they should have hired an advertising agency next door to help them with the job. Therefore, a direct marketing approach in an ad is simply a lame lane they are in.
If Rufus Leonard provides execution and showing a simple uncreative-designed ad that has been probably done in-house by throwing in couple of paragraphs on blue background then sticking Fly Dubai logo definitely made them falls under the lame lane of “simple but not creative” approach. Even if they want to put it in a “letter concept”, it shouldn’t be executed this way.
Nevertheless, I’m not talking about Rufus Leonard digital production, I’ve seen their work and it’s good, but this is also an “open letter” for taking such case an example that digital agencies should think about effective print advertising since it’s not their specialty, or hire a good ad agency if they’ve selected the wrong one. Whether be it as small as one-off ad or as big as campaign, it should simply present agency’s work.
What do you think of this ad? Do you agree with me or disagree?
Image Source: this letter is scanned from the print magazine of Campaign Middle East Jan 31st issue.