The DKK agency has just put out a crass and distasteful print ad.
In Nigeria's print world, nothing is free and so beside the special report was a full page DKK advert. How convenient.
There is nothing wrong with this. Print business has always been tough and with the Internet, it has only gotten tougher. Newspapers must find creative ways to stay afloat.
The problem is not the special report but the advert. DKK brands itself as "The Mistress" and used the tag line "There's a reason we are called The Mistress." The tacky ad does not stop there. In the print ad, there is a woman on high heels touching her toes.
The sexual imagery and wordplay are more than over the top. It is unnecessary. There is nothing that ties the world of marketing communications with adultery, absolutely nothing.
DKK is however hell bent on going down this lane. "She is the Mistress for the mastery of her craft. Or you could see her as the other "Mistress" simply for being right on hand when your brand calls" reads the first paragraph of the agency's special report.
Whoever is behind this has mistaken his or her calling which is to be a writer for Hints Magazine. When I think of about an ad agency or a PR agency the last thing that comes to mind is the company taking it up the rear.
Everyone from the Pope to the new kid on the street sells but there is such a thing as going too far especially in the corporate world. This print ad is sexual imagery gone wrong. Ironically the power of imagery is lost on this market communications agency.
The CEO of DKK is a woman, Temitope Jemerigbe. This is like scoring an own goal. In a time when women around the world are working to make sure that men do not see them as sex objects, this ad is a tasteful reminder that there is a long way to go. It would be sad to know if the CEO approved of this ad.
Thinking outside the box and pushing the envelope are both cool. This DKK print ad is tasteless and borderline vulgar. It shouldn't be the product of a market communications agency but a soft sell magazine.