Interpublic Group is to team with the Advertising Council and a number of advertisers to create a campaign to boost consumer confidence and provide the US economy with a much-needed shot in the arm.
IPG chairman John Dooner, addressing the Goldman Sachs Communacopia conference, forecast that the ad market could rebound in the fourth quarter, but warned such recovery is threatened by consumers’ “negative confidence”.
Dooner revealed he had recently talked to the heads of Goldman Sachs and Motorola about setting up the Coalition of Americans for America, which will work with the Ad Council to promote recovery. It is hoped that further advertisers will lend their support in producing and broadcasting the campaign.
IPG has tested three sample ads – using the tagline ‘The future is in our hands’ – with focus groups in five cities, with positive results.
Dooner added that IPG agencies are retaining 95% of the ad time displaced by the recent terrorist attacks. The group’s Magna Global media network now has $200 million in billings to spend on network television’s Q4 scatter markets.
News source: AdAge.com