SOARING INTO REALITYIntegrationThe Fabric Softener Story - Velvalene VS Comfort in AustraliaThis is the story of the introduction of account planning into a small Australian advertising agency whichresulted in the planning role being adopted with notable success over the ensuing years. David Brent, formerlyof Unilever and Reckitt & Colman and an early exponent of the planning role in Australia in 1965-6 says:'Probably the first shock for a creative writer after I took over my accounts was my urgent view to themanager of Velvalene Products that I suspected that the TVC (television commercial) for Velvasoft fabricsoftener produced by the agency was virtually useless! The manager had asked the agency to schedule a burston television and after my experience in Unilever with the launch of Comfort fabric softener a few years earlier Isuspected that we had a real 'dog' on our hands. The client was understandably upset, but I stuck to my gunsand explained why I was worried and that a simple TVC test against the current Comfort TVC would clarifymatters. This was agreed and I phoned the brand manager for Comfort at Lever & Kitchen [Unilever] andsuggested that we agree on a swop of TVC dubs for testing at any time. He agreed and dispatched a dub of theComfort TVC to us. The ad test was rapidly mounted and the results clearly showed that the Comfort TVC beatthe Velvasoft TVC hands down and the qualitative reasons given by respondents clearly revealed how irrelevantthe content of the Velvasoft TVC was and why it was so ineffective! The ad showed a woman running along abeach wearing a sweater, implicitly softened with Velvasoft. Consumers seemed confused about what the adwas telling them.The client was appalled by the clear evidence from consumer interviews and questionnaires and so werethe agency owners. None had ever before heard of research being used in the creative arena to checkadvertising performance and with such a damning indictment of the agency's work! However, the immediateproblem was to replace the faulty TVC with an effective TVC and get it on air as soon as possible. A script,casting and production based on visual cues of soft bath towels were quickly devised. The TVC featured a well-known, female celebrity-entertainer and her young daughter who endorsed Velvasoft for its outstanding benefits.In addition to the celebrity's appeal and authority, the mother-daughter combination had a soft female anglewhich helped to further enhance the credibility of the story. This new Velvasoft TVC was then tested against thesame Comfort TVC and the results showed that the new Velvasoft TVC came close to equalling the ComfortTVC on all essential scores and established a useful point of difference. The client was delighted, the agencyteam was relieved and we got back on track with the business. And that client was thereafter forever an advocateof the planner and his role in the agency'.Case Exercise1. The case refers to the account planner as an industry expert whose opinion was influential in his agency.What problems do you feel might arise in the creative development process if the account planner doesnot have the same authority?() TECNOOO AI CAMERA

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Marketing refers to process of identification and fulfillment of consumer needs and wants. It is the…

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