Bernard Gauthier

It’s a new year and I have three things on my mind that all perfectly capture what’s wrong with advertising and PR these days. First, I’m fresh from deleting 301 bits of spam from the comment box for this blog. Yeah, it’s annoying and it still boggles my mind that so many people out there are spending so much time and effort sending this stuff out. I don’t know whether this makes me more worried about the senders and their morals or the receivers — some of whom must be clicking on these links or I’m sure the tide would subside.

Second, I just loaded up my blue bin with printed materials for recycling. I am struck by how many of these boxing week flyers are nearly identical. For fun, I counted no fewer than eight from different retailers announcing a “Boxing Week Blowout!” The sheer lack of originality in writing or design for these is simply amazing. I can think of not a single boxing week flyer that in any way caught my attention for its originality or attractiveness. All this, of course, ignores the fact that most of these are never read and create a disturbing amount of damage to our environment. Again, though, I suspect the flyers generate some sort of positive return on investment, which is why they keep flowing into my mailbox and, from there, into my blue box.

Third, I just read that American Republican nomination hopeful Mike Huckabee is tickled pink with himself because he decided to pull a controversial political ad from the air. Nice touch, only Huckabee decided to air the spot at a press conference, thereby ensuring widespread and free airtime for the very ad. And this from a man of the cloth. It’s clear he takes American voters for fools and it will be interesting to see if those very voters catch on to this manipulation and punish him for it. Finishing last in the primaries would be fitting.

Not the most optimistic start to the year, I know. I promise I’ll keep looking for examples of people and organizations who find a way to communicate in a way that’s attractive, creative, honest and effective. Let me know if you spot any.