Overseeing the Introduction of New Advertising Creative
Posted by Chuck – July 19th, 2007
It’s committee meeting day here at the Cattle Industry Summer Conference.
One of the committees meeting right now is the Joint Advertising Committee. Their meeting is combined with the Nutrition & Health Committee.
The reason for that is that new creative ideas for next year’s advertising will be unveiled. According to Advertising Committee chairman John Dudley the new advertising will combine the two messages of previous campaigns that focused on enjoyment and nutrition.
He says he’s going to solicit the opinion of all the members of both committees even though they’ve only got about 3 hours to get the job done. He says the advertising campaign will be very different from past campaigns but didn’t elaborate further. I’m sure we’ll see some more information coming out after the conference here.
Ideally the committees will reach a consensus in terms of whether they like the creative the way it’s presented or if they think it needs to be fine tuned.
John says the committees take their job very seriously here since what they are dealing with consumes such a large part of the Checkoff’s budget. He did says that the campaign will only be utilizing print and radio since there’s just not enough budget to include television.
Listen to my interview with John here:
John Dudley Interview (4 min. MP3 File)
