{"id":7374,"date":"2017-10-30T13:47:31","date_gmt":"2017-10-30T10:47:31","guid":{"rendered":"http:\/\/www.larisaghitulescu.ro\/?p=7374"},"modified":"2018-03-19T11:01:39","modified_gmt":"2018-03-19T08:01:39","slug":"mccanns-rombot-case-what-marketers-can-learn-from-critics","status":"publish","type":"post","link":"https:\/\/www.larisaghitulescu.ro\/old\/mccanns-rombot-case-what-marketers-can-learn-from-critics\/","title":{"rendered":"McCann’s Rombot Case: What Marketers Can Learn From Critics"},"content":{"rendered":"[vc_row type=”in_container” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ width=”1\/1″][morphing_outline]ADVERTISING \/ International Audience[\/morphing_outline][\/vc_column][\/vc_row][vc_row type=”in_container” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ width=”1\/1″][vc_column_text]\n

A festival case draws ire as well as unwelcoming buzz around a multi-awarded brand.<\/strong><\/h3>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ width=”1\/1″][vc_text_separator title=”“BREAK FREE“” title_align=”separator_align_left” align=”align_left” color=”black”]
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[Type of content: Journalism]\n

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Soon after Golden Drum, the regional award show for the creative industry, had opened its doors in Slovenia on October 18, McCann-Erickson Bucharest, an Interpublic-majority owned star agency, started coming under fire.<\/p>\n

 <\/p>\n

A Creative Director at a medium-sized Romanian independent agency suggested a wrongdoing on McCann\u2019s part.<\/p>\n

\u00a0\u00a0\u201c<\/em>Dear McCann, (…) I know a lot of young people (…) that trust you and find role models amongst yourselves. I wish you fulfilled their expectations, with no exception<\/strong>. <\/em><\/p>\n

I wish you broke free from the closed circle of the festival-tailored campaign cases and stepped into the circle of campaigns <\/strong>tailored for consumers<\/strong>. <\/em><\/p>\n

It is wrong to steal a festival jury\u2019s mind<\/em><\/strong> with an innovative case that was developed inside a test tube and which, in fact, has such little significance to Romanians. (…).<\/em>\u201d <\/em><\/p>\n

Valentin Suciu, Partner and Creative Director of Jazz Communication, who had published this on his Facebook wall, also mentioned McCann\u2019s \u201ccreative ambition\u201d and \u201ctalent\u201d.<\/p>\n

The case \u201ccooked up inside a test tube\u201d to which Suciu alluded to was Rombot, a campaign that McCann Bucharest, with business of around \u20ac38 million in 2016, submitted to Gold Drum this year.<\/a><\/p>\n

Rombot is a computer program (a bot) that talks like humans, designed by McCann Bucharest for ROM, a compound and a major brand of the confectionery company Kandia Dulce, which had a \u20ac36 million turnover in 2016. <\/div>

<\/div><\/div>[vc_text_separator title=”WHY ALL THE BUZZ?” title_align=”separator_align_left” align=”align_left” color=”black”][vc_column_text]What pushed Suciu to write that message to McCann\u2019s creative and strategy people?<\/p>\n

He and others in the creative industry pointed to McCann Bucharest\u2019s tactic to build the Rombot case by using Romanians\u2019 winter protests<\/a> against a Government emergency bill*, also known as #rezist popular culture. The agency made use of powerful video images with protesters.<\/p>\n

Well-known creative professionals started to spread comments on Facebook immediately:<\/p>\n