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WSJ: Evian Campaign

In the spirit of the yearly onslaught of best and worst, top ten or other such lists I thought that I would pass this one on from the Wall Street Journal. The key that makes this year’s lists interesting is that in most cases they were completed with significantly smaller budgets than in previous years. While low cost for the worst may be the only salvation for the brand that contracted the agencies, this is obviously a huge win for those that landed at the top.

The question will be: Can the Advertising world return to getting the past rates? As in most industries, especially those that are highly competitive it is much more difficult to raise prices than lower them. Advertising is probably one of the most affected, with the proliferation of new service providers and media outlets almost weekly if not daily. 2010 will be an interesting year.