Archived posting to the Leica Users Group, 2002/07/11

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Subject: RE: [Leica] Hands
From: "Frank Filippone" <red735i@earthlink.net>
Date: Thu, 11 Jul 2002 05:53:27 -0700

I was in Hi Tech marketing for many years.  I almost never agreed with the
advertising we did.  Unfortunately ( or maybe because of my opinions)  I was
never in charge of our advertising.

The pictures of the hands, always clutching a Leica, is one of central
focus.  The Leica is the item of interest.  The hands surround the camera
and allow the advertising company to have a central  theme.   Hermes?
Madison Avenue? I would think so.  Sell more cameras to rich people for body
jewelry?  Yup.  Sell more cameras to photographers?  I doubt it.

The pictures of the black shirted people is closer to LA marketing than NYC.
Exposures are junk, compositions are right out of a 8 year old kids' P+S (
or was that a new Digilux?) and generally looks like a campaign that is pure
Madison Avenue.  If I thought the Hands campaign might just be Hermes, then
the people campaign is certainly Hermes.  It will be lifestyle selling.

Get used to it.  Leica's poor marketing has now seen a direction by a
successful parent ( Hermes).  Watch it unfold... or is that just plain fold?

Frank Filippone
red735i@earthlink.net


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