When ITV and some other ad-interested commercial broadcasters, Channels 4 and 5, GMTV (now owned by ITV), Sky and Turner Broadcasting set up a marketing body called Thinkbox three years ago to promote ads on TV we all thought, yeah, you’ll lose interest in a bit and won’t put in any money anyway.
Well they didn’t and they have and they’re launching a new broadcast campaign soon, with some money behind it including a doubtless expensive ad by The Red Brick Road. They’ve even hired media agency MediaCom to plan the campaign. Surely they could have done this themselves?
Most of this is due to Tess Alps, a former big noise at media agency PHD who seemed to be squeezed out by the macho mafia that run the broadcast media sales business (if you don’t play golf, forget it).
We compare Tess to Dawn French in the BBC comedy series Vicar of Dibley, not because she’s generously-proportioned but because she has that relentless enthusiasm for the task that only women seem to have.
And she’s done a bloody good job at Thinkbox even though you do get a bit sick of reading her letters to the media on any subject that might impinge on telly ads.
But these girls just don’t let go.