Chipotle Drops Ad AgencyOctober 11th, 2010 | Posted by in Marketing & Media
The most interesting part of this article, in Ad Age, is the comments section. The ad world sure doesn’t like it when a company drops the agency and brings creative in-house!
Chipotle’s position is interesting to us because it presents an ongoing challenge: how do you keep the “green” message fresh, and how do you measure your success in doing so? Promoting a central theme, like sustainable, local, organic ingredients, shouldn’t absolve a brand from measuring the dollar-and-cents success of their marketing activities.
As an aside, the “dress-as-a-burrito” promotion is a great example of getting killed on non-incremental promotions. Maybe Halloween is the right time to talk about the two scariest words in the industry?!?
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