ALL ABOUT TOM
I usually very much enjoy Tom Collins’ insights, ruminations and educational columns in Direct. However, with his Atkins ad makeover (The Makeover Maven, January), I think he really crossed a line.
Atkins has been a remarkable marketing success story and I feel the ad Tom questioned was yet another example of their exemplary work. It was concise, it communicated effectively and it was fun to look it: a four-star job in my book!
Additionally, I feel Tom’s promise of a free bar is a most basic marketing ploy that has been proven ineffective in recent studies. Consumers are savvy these days and they know there’s no such thing as a free lunch. Calorie free or money free!
Well, that’s my opinion, and I’m sticking to it. Other than this one column, though, I must say I have enjoyed Tom’s work and respect him a great deal. His work in our field is truly inspirational and I look forward to reading more. Maybe this was just a pre-holiday
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