According to AdWeek, the $1.5 million Exclusive Resorts account went out-of-town for their new campaign, bringing their work to Leo Burnett, Chicago.
That’s right, Leo Burnett reached into Denver and picked up a $1.5 million account. This move shows little to no regard for the best way to spend a small marketing budget. Just a meeting at Burnett has got to ring the cash register at more than the majority of a campaign here in Denver.
But at least the executives at Exclusive get to say they are working with Leo Burnett at their cocktail parties.
The people we’ve got to question here are the leadership at what was once the pride of the midwest, Burnett. With their big building on the river, they were once the shining light of sensible, benefit-driven advertising doing memorable campaigns for McDonald’s, United and Altoids.
Now they find themselves creating propaganda for the US Army and pitching $1.5 million dollar accounts.
That’s not really reaching for the stars, now is it?