• by John Gaffney , March 10, 2003

When it comes to reacting to imminent war with Iraq, most agencies play their advertising strategies close to the vest. However, yesterday Mullen indicated that it was advising its clients to have several plans including an “out’ clause when and if hostilities cause a change in TV, radio or Internet advertising.

A position paper from the Wenham, MA based agency said that advertisers need to consider their own situation “from the standpoint of the public’s perception and sensitivity to that specific product or service.” It did not recommend a “blanket” plan for clients. But did say advertisers need to “insert a clause within current schedules that allows an advertiser to pull their spots ASAP in the event of war without penalty.” The paper said this had been done for some Mullen clients, but could not be guaranteed by every station.

Mullen also advises a guarantee to keep clients away from violent images. If schedules are to remain intact, they should be closely audited so that any potentially offensive creative can be pulled. Developing alternative creatives was not highly recommended.

“Few brands will need to resort to pulling schedules outright unless there is a real sensitivity to the product or service in question,” the paper reads. “In terms of the final alternative, developing customized commercial creative, we believe that there may be more downside than upside. Consumer attitudes about the war and terrorism are complex and still evolving.”

Most agencies MDN contacted refrained from comment on their advice to clients during the next few weeks. Some expressed surprise that Mullen would divulge strategies with a diverse client list in its house that includes the Department of Defense, GM, Oxygen, Arby's and Hanes.

“There are just too many variables for us to advise our members about how to advertise or not advertise during this time,” said AAAA spokesperson John Wolfe. “Use your judgment. You probably have a backup ad to use, but be cautious and careful. We’ve learned since September 11 that there are too many variables to make rules.”