Although two years does not qualify as a long and illustrious marketing career, I’ve been around enough senior marketers to know that referencing your competitors in campaigns is an issue that splits hairs and divides opinion across the board.
I, for one, believe that each marketing campaign has its own set of rules, whilst many companies in certain sectors employ ‘comparative marketing’ as the de facto practice (supermarkets being the worst, and most repeat, offenders).
Although British Airways has now had its proposed Christmas strike deemed illegal in a High Court ruling, the past few days has seen a glut of aviation advertising, all of which has very cleverly referenced the farcical goings on at BA.
Here’s my favourite piece of press advertising from this week; a simple strapline from BMI. When commercial opportunity knocks, referencing the competition can be a clever and effective strategy – especially with copy this good.