In going global we are not confusing global brands with American values. And that's something that we're working very hard on -- to make those distinctions. Frankly, some US-based multinationals are not as sensitive as they should be.
The question is in classic marketing terms how to correctly understand what the population wants and desires, what their prohibitions are, what their preferences are and then connect with those feelings without offending any sensibilities or trying to force values on them that they don't want. They might want the values of a product but not the symbolic baggage that goes along with it.
TT: How did the Sept. 11 attacks immediately impact the advertisement industry?
Reinhard: Immediately after 9/11 all the TV and radio stations stopped all advertising. That was good as you don't try to sell things at a funeral. It also gave us a chance to take a breath and get to clients and say what should you do -- what's appropriate in terms of your advertising. Then we had to be very sensitive to wrapping brands in the flag and using irrelevant themes because consumers will say what are you trying to do? Exploit national grief? The most important thing now is that Americans turned cautious and we have to drill down through the layers of fear and anxiety and give them good reasons to get back in the shops and stores and get the economy going again. The most patriotic thing we can do in advertising is not wave the flag.
TT: One of your clients is American Airlines, which was involved in the Sept. 11 calamity and recently in an apparently unrelated crash in New York. Where does an advertiser start in trying to rebuild consumer confidence in this airline?
Reinhard: American Airlines are doing their own studies and we're trying to give them additional consumer perspectives on how people feel about flying and what measures consumers would see as positive and confidence building. My own view without revealing any particular strategy is that American [Airlines'] strength over the years -- and as our research continues to show -- is that they're given the highest marks in the industry for their professionalism. I believe that at times like this you want to flying with the pros.
TT: What about for the rest of the airline industry?
Reinhard: The advertising industry has to provide more compelling reasons for people to get on the airplane. In my view that is a combination of some fares which are almost irresistible and knowledge that you're flying with the pros. [Ads should make consumers say] "I've always wanted to go to Florida, that's a really good price and I really think I can trust these guys."
But there are some voices being raised now in the US by public relations people and crisis management people who are suggesting that it's time for the airlines to start advertising security which is of greatest concern to its customer base but has long been taboo. I can't tell you how I feel about that but we are asking a bunch of consumers on how they would feel.
TT: With the advertising industry already in trouble prior to the Sept. 11 attacks, what hope is there now of a recovery in the next couple of years?
Reinhard: Generally speaking I would hope that the combination of a recessionary economy that turned to a fear economy -- although this term may be too strong at this point -- could be a catalyst to get companies to say now we've really got to sharpen our attack and we're going to have to spend our way to recovery and we can't cost cut our way anymore. But with each client it's a different story.
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