Letter to the Editor : Bullshit?

Shocked was my reaction when I opened Case magazine and read that Simon Little from Wares magazine was claiming our CAANZ Media Award and Cannes Gold Lion winning idea as his own.

The concept for Panasonic Plasma panels involved creating die-cut 'screens' in magazine inaserts being positioned

We'd never even had any dealings with him when Matt McNeil (former Clemenger BBDO Media Planning Director, now Mediacom UK) and I cracked the idea in the Clemenger bar four years ago and this is the first time we've heard this bullshit.

He also states, "there are some things that are acceptable with trade titles that just don't fly with consumers titles". A key reason it won all the awards is that we convinced editors of eight quality consumer mags including BMW, North & South and NZ House & Garden to let us select and position suitable editorial photos to be seen through our die-cut 'screen'.

It ran 14 times in consumer titles and just once in a trade title.

Apart from that, Case is great. Well done to the MPA.

Nigel Keats

Media Creative Director Clemenger BBDO - nigel.keats@clemengerbbdo.co.nz

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Simon Little responds: Fantastic. Finally a "trade magazine that works" has the attention of the hotshots down in Wellington.

Nige has jumped to an erroneous conclusion. This die-cut TV concept is not new, not his - and not mine. It's as old as bakelite. Check out the images - all published before August '04.