A blog for the New Zealand creative advertising industry, now at www.campaignbrief.com/nz. Email news to: michael@campaignbrief.com

Wednesday, October 05, 2005

War is Peace

New Zealand advertising guru Kevin Roberts has advised the Pentagon how to rebrand its war on terror. "Call our struggle the Fight for a Better World," he says. American marketing magazine Brandweek reports that Roberts, chief executive of global advertising agency Saatchi & Saatchi, inspired Bush Administration officials to replace the phrase "war on terror" with "the global struggle against violent extremism", a phrase widely ridiculed when US Defence Secretary Donald Rumsfeld and others began using it. Not surprisingly, they reverted back to "war on terror" despite its obvious grammatical flaws. "They should change their language," Roberts says."'The Fight for a Better World' is more inclusive, more optimistic and more engaging. The 'war on terror' doesn't have a lot of positive equity going
for it."

Frightening stuff.

3 Comments:

Anonymous Anonymous said...

" Kevin Roberts has advised the Pentagon how to rebrand its war on terror. "Call our struggle the Fight for a Better World," he says."

OUR struggle? Is he one with the US Government? Because I don't know who else he's supposedly speaking on behalf of.

10:44 AM NZDT

 
Anonymous Anonymous said...

www.saatchikevin.com

2:02 PM NZDT

 
Anonymous Hamfister said...

I thought he was the love guy not the war guy.

And besides, 'better' world is such an ugly euphemism for 'our' world (v their world).

11:53 AM NZDT

 

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