The Chicago Tribune, which I think rarely publishes interesting stories about the ad world compared to the Sun-Times’ inimitable Lewis Lazare, ponders the immediate future of DraftFCB:
DraftFCB needs to act quickly to restore its reputation, say public relations experts who specialize in crisis communications.
If Draft and his team determine the agency did nothing wrong, they should write a strongly worded letter to Wal-Mart and make it public, sending copies to their clients, prospective clients and employees, advised Robert Dilenschneider, head of the Dilenschneider Group in New York.
“They’ve been fired. They have nothing to lose,” he said in an interview Friday.
If Draft concludes the agency did cross a line somewhere, he should express outrage and remove the people involved, Dilenschneider said. Draft also should ask Wal-Mart to reconsider its stand that DraftFCB won’t be allowed to bid in the new competition for the giant discount chain’s account.
“They shouldn’t wait until Monday. They should do it today,” Dilenschneider said.
