【2008.07.14 华尔街日报】大赦国际给广告公司带来奥运难题
[size=3]【原文出处】[url=http://online.wsj.com/article/SB121598805607649301.html?mod=dist_smartbrief]http://online.wsj.com/article/SB121598805607649301.html?mod=dist_smartbrief[/url][/size][size=3]【发表媒体】美国《华尔街日报》[/size]
[size=3]【翻译方式】原创翻译[/size]
[size=3]【原文标题】[font=Times New Roman]Amnesty Spot Creates Olympic Headache for Ad Shop[/font]
[/size][size=3]【中文翻译】[font=宋体]大赦的麻烦给广告公司带来奥运难题[/font]
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[font=Times New Roman]By GEOFFREY A. FOWLER in Beijing, SUZANNE VRANICA in New York, and JULIET YE in Hong Kong[/font]
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[font=宋体]作者：杰弗里·富勒[/font][font=Times New Roman] [/font][font=宋体]（北京）、苏珊娜·弗拉尼卡（纽约）、茱丽叶·叶（香港）[/font]
[font=Times New Roman]July 14, 2008; Page A7[/font]
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[font=Times New Roman]2008[/font][font=宋体]年[/font][font=Times New Roman]7[/font][font=宋体]月[/font][font=Times New Roman]14[/font][font=宋体]日[/font][font=Times New Roman]A7[/font][font=宋体]版[/font]
[font=Times New Roman]Weeks before the Olympics put Beijing and the Games' corporate backers on the world stage, an advertising heavyweight has stumbled over the divide between how some view China and how the nation views itself. In recent weeks, Omnicom Group Inc.'s TBWA Worldwide has been working on both sides of China's global image. On behalf of sportswear maker Adidas AG, TBWA's Beijing office has been running a campaign focused on Chinese pride, showing Chinese athletes supported by throngs of fans.[/font]
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[font=宋体]就在奥运来临之前的几周，北京和奥运会赞助商被推向了世界舞台，一个重量级的广告公司被如何区分外人看中国和中国如何看自己的问题，搞得跌跌撞撞。宏盟集团下属的李岱艾广告公司已经为双方从不同角度设计了中国的全球形象。李岱艾北京办事处已经替体育服装生产商阿迪达斯集团，推出了针对中国民族主自豪感的宣传，展现中国运动员受到了蜂拥的球迷支持。[/font]
[font=Times New Roman]At the same time, the agency's Paris office was working on another ad campaign on behalf of Amnesty International that showed Chinese athletes being tortured by Chinese authorities. In one of the print ads, a person has been attached to a target normally used in the shooting competition at the Games. At the bottom, it says, "After the Olympic Games, the fight for human rights must go on." Word of the human-rights campaign is now spreading through China, and TBWA and Amnesty International are disavowing the ads.[/font]
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[font=宋体]与此同时，该公司的巴黎办事处为大赦国际制作了另一个广告宣传，显示中国的运动员被中国当局拷打。在一副印刷的广告中，一个人被绑在一个通常用于奥运会射击比赛中的靶子上。在画面的底部写着“奥运之后，争取人权的斗争一定要继续下去”。这句人权运动的口号如今在中国传播开来了。李岱艾和大赦国际都一直否认这个广告。（译者注：原文如此）[/font]
[font=Times New Roman]The stir comes at a delicate time for TBWA, which could face a backlash in China and was already competing for renewed business from Visa Inc., a major sponsor of the Games. It also makes TBWA the latest international marketer to run afoul of China's complex political and social landscape. Chinese bloggers, spurred by a report in state-run media of the Amnesty campaign last week, are now calling for a boycott of all TBWA ads, among other measures. "I suggest that all Chinese employees in TBWA resign from this company," wrote one blogger on Netease.com.[/font]
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[font=宋体]对李岱艾来说这个麻烦出现在一个微妙时期，这件事可能面临在中国引发强烈反应，该公司刚完成对奥运会主赞助商维萨公司的更新广告业务。这也使得李岱艾成为最新一家与中国复杂的政治和社会环境相碰撞的国际市场营销公司。受到上周一篇官方媒体发表的关于大赦国际的报道刺激，中国的博客们现在呼吁采用各种方法抵制李岱艾公司的所有广告。“我建议李岱艾工作的所有中国雇员都从该公司辞职，”网易（[/font][font=Times New Roman]Netease.com[/font][font=宋体]）上的一位博客主写道。[/font]
[font=Times New Roman]Amnesty's London headquarters decided weeks ago to spike the ads from its Olympics campaign, which is focusing more on positive change that might come from the Games. "The result was not suitable for the messages we are trying to convey with our Olympics campaign," said Amnesty spokeswoman Josefina Salomon. But Amnesty still allowed TBWA to run the ads once so they could be entered into the Cannes competition. It won a bronze award.[/font]
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[font=宋体]大赦国际的伦敦总部几周前已经决定在其奥运宣传运动中停止使用该广告，该组织更关注于通过奥运会可能带来的积极变化。“这个（广告的）效果不适合用来传达我们奥运宣传活动希望传递的信息，”大赦的女发言人约瑟芬娜·所罗门说。不过大赦曾经还是允许李岱艾使用该广告，因此李岱艾可以参加戛纳大赛。这个广告赢得了一个铜奖。[/font]
[font=Times New Roman]TBWA's headquarters in New York said it wasn't aware of the campaign. "Had TBWA management known about this ad, not only would the ad not have been entered into an award show, but it would not have been produced," said Tom Carroll, chief executive of TBWA Worldwide. "This is the action of one individual at our agency working on a pro bono account." He said the agency is investigating the matter and will take appropriate action to "ensure this never happens again."[/font]
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[font=宋体]李岱艾在纽约的总部说它不知道该项宣传活动。“如果李岱艾的管理部门知道这个广告的话，不仅该广告不会参加一个颁奖礼，也不会允许制作它，”李岱艾国际的执行总裁汤姆·卡洛尔说。“这是我们公司的某个个人做的一个公益项目”。他说公司正在调查这件事，并将采取相应措施“确保这种事情不再发生”。[/font]
[font=Times New Roman]The agency declined to provide home or cellphone numbers for executives in its Paris office. The Paris executives didn't respond via email. TBWA has 258 offices in 75 countries world-wide. In a statement, Adidas also said it was unaware of the Amnesty campaign. It said the campaign it put together with TBWA "reflects our support of the Olympic Games." It said the dispute "has got nothing to do with us." It added: "We believe Chinese consumers recognize this."[/font]
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[font=宋体]该公司否认提供了它巴黎办事处总监的家庭电话或手机号码。巴黎的执行总监们没有通过[/font][font=Times New Roman]email[/font][font=宋体]给予回应。李岱艾在全球[/font][font=Times New Roman]75[/font][font=宋体]个国家有[/font][font=Times New Roman]258[/font][font=宋体]个办事处。在一个声明中，阿迪达斯也说它不知道大赦的宣传运动，阿迪达斯和李岱艾一起推出的宣传活动“反映了我们对奥运会的支持”。阿迪达斯说这场争论“和我们没有关系”。它补充说：“我们相信中国消费者认可这一点。”[/font]
[font=Times New Roman]Consumers in China have shown a willingness to boycott brands that they felt offended patriotic sentiment. After protesters besieged the Olympic torch in Paris in April, Chinese consumers launched a boycott of France's Carrefour SA, one of China's biggest foreign supermarket chains. Fearing the same treatment, LVMH Moët Hennessy Louis Vuitton SA's Christian Dior dropped actress Sharon Stone from its Chinese marketing campaign after she suggested China's massive May earthquake might have been "karma" for the government's treatment of its Tibetan population.[/font]
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[font=宋体]中国的消费者已经显现出抵制这些品牌的意愿，他们感到爱国的情感被冒犯了。四月份奥运火炬在巴黎遭到围攻后，中国的消费者发起了对法国的家乐福的抵制活动，它是中国最大的外国连锁超市之一。出于担心遭到相同的对待，酩悦轩尼诗路易威登集团下属的克里斯汀·迪奥（品牌）在其中国市场宣传活动中弃用女演员莎朗·斯通，因为她暗示中国五月份发生的巨大地震可能是，由于中国政府对待它的西藏人民的方式而招致的“报应”。[/font]
[font=Times New Roman]The brouhaha comes as TBWA is pitching to retain ad duties for Visa. Several weeks ago, the credit-card company began a global ad review. TBWA currently has the lion's share of the ad business. Through a statement from a Visa spokesman, the credit-card company said it had been unaware TBWA was involved in an Amnesty International campaign. Visa declined to comment further.[/font]
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[font=宋体]李岱艾打算暂缓投放维萨的广告引发了一些骚动。几周前这家信用卡公司开始了一场全球广告重新调整。李岱艾目前占有了这项广告业务的最大份额。通过维萨发言人的声明来看，这家信用卡公司说它不知道李岱艾曾经接受大赦国际的宣传活动。维萨拒绝发表更多的评论。[/font]
[font=Times New Roman]As the ad industry has consolidated, global agency networks increasingly take on work for competing accounts. In Europe, WPP Group PLC's Ogilvy & Mather Worldwide agency works on antismoking campaigns for the Cancer Research UK charity and does marketing for British American Tobacco PLC, one of the world's largest cigarette companies. It also creates ads for energy giant BP PLC and environmental group WWF, which wants to cut oil use. "It is an unavoidable consequence of being a global network with lots and lots of clients," said an Ogilvy spokesman, Kevin Whitlock. "These kind of tensions happen in any large company."[/font]
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[font=宋体]由于广告业的合并，全球的业务网络越来越多接受一些相互矛盾的项目。在欧洲，[/font][font=Times New Roman]WPP[/font][font=宋体]集团下属的奥美环球公司为英国癌症研究会做反对吸烟广告，同时为世界上最大烟草公司之一的英美烟草公司进行市场推广。它也为能源巨头英国石油公司创作广告，也为致力于削减石油使用的环保组织世界自然基金会做广告。“这是难以避免的结果因为作为一个全球性的网络有着许许多多的客户，”奥美的发言人凯文·惠特洛克说。“这些类型的紧张情况在任何一家大公司都会发生。”[/font]
[font=Times New Roman]In some cases, conflicts blow up. Earlier this year, Mark Penn, CEO of Burson-Marsteller, a public-relations and lobbying firm owned by WPP Group, had to step down as chief strategist for Sen. Hillary Clinton's campaign for the presidential nomination for her party after it came out that he and his firm were working with Colombia to help win congressional approval of a trade pact she opposed.[/font]
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[font=宋体]在一些情况下会冲突爆发。今年早些时候，[/font][font=Times New Roman]WPP[/font][font=宋体]集团下属的一家公共关系和游说公司博雅公关公司的首席执行官马克·佩恩，不得不辞去希拉里·克林顿参议员的民主党总统参选人提名活动的首席策划师职位，这是因为爆出他和他的公司帮助哥伦比亚争取一项贸易条约在（美国）国会获得通过，而她是反对这项条约的。[/font]
[font=Times New Roman]Some agencies have tried to set up ground rules to avoid controversy. TBWA has a policy in the U.S. that bars it from doing political ads. Still, other regions tend to operate more autonomously. And while the relationship with Amnesty has been fruitful for the agency in terms of publicity and honors, that relationship is "now under discussion," according to a person familiar with the agency.[/font]
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[font=宋体]一些公司已经尝试建立一些基本准则以避免争议。李岱艾在美国有一项政策就是禁止做政治广告。然而，在其他地区倾向于更多地靠自律来运营。从公众关注度和声誉的角度来说，当其与大赦的关系已经富有成效后，按照一位熟悉该公司的人士的话来说，这种关系“正在讨论中”。[/font]
[align=right][font=Times New Roman][/font] [/align][align=right][font=Times New Roman]--Aaron Patrick in London contributed to this article.[/font][/align][align=right][font=Times New Roman][/font] [/align][align=right][font=宋体]——来自伦敦的亚伦·帕特里克对本文也有所贡献[/font][/align][font=Times New Roman]Write to[/font]
[font=宋体]与本文作者联系[/font]
[font=Times New Roman]Geoffrey A. Fowler at [/font][email=geoffrey.fowler@wsj.com][font=Times New Roman][color=#0000ff]geoffrey.fowler@wsj.com[/color][/font][/email]
[font=Times New Roman]Suzanne Vranica at [/font][email=suzanne.vranica@wsj.com][font=Times New Roman][color=#0000ff]suzanne.vranica@wsj.com[/color][/font][/email]
[font=Times New Roman]Juliet Ye at [/font][email=juliet.ye@wsj.com][font=Times New Roman][color=#0000ff]juliet.ye@wsj.com[/color][/font][/email][/size]
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[img]http://i36.tinypic.com/s5vllz.jpg[/img] 这篇文章似乎有一些公关的味道。 刚看到TBWA中国公司翻作腾迈广告公司比较准确。 华尔街日报是美国媒体里头对中国报道稍微正面一点的媒体。 肯定不是个人行为
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