It is easy to pontificate on what could have been done differently in a range of circum-stances, but surely warning signs have been evident for long enough not to resort to reactionary tactics?
The Natural Hydration Council (NHC), which promotes the health benefits of bottled water, was set up last September, yet a backlash against the sector has been predicted for far longer. The NHC's first attempt at advertising, launched last week, was pretty poor. Telling consumers they 'ought to drink more water' could easily be misinterpreted as promoting tap water, weakening the case for the bottled stuff.
Meanwhile, the West End Marketing Alliance has unveiled a push with initiatives such as discounts and no-traffic days to attract UK consumers to shops, theatres and restaurants in London's West End. It feels like a good idea, but has a hint of knee-jerk about it. Footfall is stable but sales have been down for a while, so it is sur-prising it has it taken so long to devise the scheme.
Also unveiled this week is The Radio Council, a joint industry body to promote digital radio. This, too, is a great development, and one Marketing supports. However, the sector has been struggling for some time. Until now, commercial radio and the BBC have pretty much fought their own corners, with the latter winning the battle for digital listeners hands-down. By and large, the industry left it to radio manufacturers to rally for the switchover and technology development.
While no one in particular is to blame, I can't help wondering why, with so many issues languishing in in-trays, it has taken so long for the industry to get its joint act together.