• by John Gaffney , December 17, 2002

Whole Lotta Shakin’: I believe media planners can learn a few things from Trent Lott. In fact, file the Trent Lott experience under “don’t let this happen to you.” Personally, I think the Iraqi weapons inspectors would be better served searching the Capitol for Lott’s tact and political savvy. That aside, one of the things he did to try and repaint his nasty self-portrait was appear on BET. I’’ll bet you he thought BET was a fraternity a month ago. But now, he needs to address the African-American audience and suddenly it’s “I want my BET.” Media planners need to understand that they need to address all cultural groups ahead of time. Don’t wait until your client is upset that sales are lagging in LA, NY, Chicago and Miami to figure out you should have been on BET or Telemundo or Univision.

Fallen Arches: McDonald’s filed its first ever quarterly loss. I have two thoughts. Business is not immune from the yin and yang of the world as much as we think great advertising can protect it. Or as Dylan put it: “The first one now shall later be last.” Second: McDonald’s needs to figure out who its customers are and what they expect from its restaurants.

Parting Shot: And by the way, I’d lose Ronald.