Bid welcome to another “shock ‘em” campaign where anything that draws attention is considered good. Bid adieu to taste and decency – again.

From Adrants » Promoting New Models Agency Craps On Old Models. And it isn’t about ‘models’ – it is about trying a ‘new’ agency trying to position themselves as a ‘model’ for what a new agency should be.

Their focus is consumer goods – any number of products this company claims to be able to position for clients – anywhere in the world. “Based in a purpose built 750sqm brand innovation centre on Sydney Harbour, The One Centre is a new- model international creative company, set-up to help businesses worldwide refresh, redevelop and even create new brands, end to end.”

I’m afraid they ‘think’ they understand what they are doing, but this one site is a perfect example of how they don’t understand. The site is live for the whole world to see. Now, in certain countries it might be particularly hilarious and quite successful. But, in PC-conscious USA – nope, it won’t fly. Probably great Australian or British humor, though.

The One Center ‘claims‘ to be able to work magic “on a zero geography principle, the company is uniquely equipped to research, redevelop and re-launch brands in a truly holistic way, in any market, at any time; from strategy through to full and expansive creative development, production, implementation and evaluation.”

This branding company has now branded themselves to much of the world as particularly insensitive. These “new communication” people have little value to offer the world with this effort which was clearly not well thought out. Sure, I’m making more of this than is necessary. It is one small example from one small minded company, but the point is there. Know your audience is key. Um, know your medium, too. The WWW is just that – the ‘world wide’ web.

This viral effort will no doubt get attention and spread. But, is that a good thing? The One Center has effectively alienated the single largest demographic with a great deal of disposable income.

Look at the firm’s clients. How many of them might benefit from a little goodwill among this demographic? Not all, but certainly some of them. The problem with this kind of tacky creative is, if it works – we will just see more.

It is on the edge, but so is a cow pie on the edge of a pasture. It is not breaking new ground. Think of the tired old “Russian Bikini Model” commercial. Then, take it down the tasteless scale to well below zero. It is freedom of speech, however, the key to a wise communicator is knowing when ‘not’ to communicate. John Ford would have been wise to keep his creative ‘mouth’ closed on this one – or just launch in the appropriate channel / geographic area.