Jonathan Harries, DraftFCB’s worldwide chief creative officer, talking about last year’s widely acclaimed human element campaign for Dow Chemical Co., has been quoted by Lions Daily News, or LDN, as saying that the campaign’s writer John Claxton had “grasped the formula that Dow is a chemical company and that chemicals are bad but that chemistry is good. He then added a human element to the mix...to show how we all rely on elements.’’ According to Claxton, socially responsible advertising is not about rebuilding an image—it’s about revealing the truth.
Daniela Riccardi, Procter and Gamble Co.’s greater China president, said at a seminar that topics once considered taboo in China, including the use of chat rooms and blogs, are now acceptable. She cited a recent Pringle campaign that took the Chinese’s desire for self-expression as its theme. LDN also quotes Pully Chao, chief executive officer of Saatchi and Saatchi’s China arm saying mobile communication may be popular in the country’s urban areas but it is of vital importance to rural China.