Leaked Memo Reveals WTO Plan to "Sell" Itself to
American Youth
Deanna Swift, AlterNet
July 17, 2001
Geneva -- Ever since the disastrous "Battle of Seattle" in 1999, the World
Trade Organization has been trying to remake its image, trading in the
persona of global tyrant for that of a "hip," "with it" agent of change.
The group's efforts took a bizarre turn today with the unauthorized
release of a memo outlining a sophisticated WTO public relations campaign
intended to win the support of American youth.
The memo, leaked to the Swiss newspaper, Le Matin, was prepared by the
American marketing firm Y Not, Inc., which specializes in advertising
campaigns aimed at 12 to 19-year-olds. Entitled "Positive Anarchy," the
document lays out a detailed plan for selling the WTO brand to American
youth through merchandising, product placement and so-called guerilla
marketing.
News of the plan has some of the WTO's more straight-laced supporters
shaking their heads. "I don't think that this so-called spin is the answer
to our problems," said Hans Dieter Sprecht, director of International
Trade for the Deutsche Bundesbank. "The WTO should be focusing more on
security issues, including security at its own meetings."
Critics of the WTO immediately condemned the organization. "We think it's
despicable that the World Trade Organization would aim its propaganda
campaign at children," said Fiona Lippman-Suarez, a spokesperson for the
London-based activist group Global Justice Watch. "Then again, what can
you expect from an organization that thinks it's fine for 4-year-olds to
make footballs and carpets?"
The embarrassing revelation comes at a particularly awkward time for the
WTO, which is preparing to launch its fourth ministerial conference in
Doha, Qatar in November. Just last month, the organization released a
pamphlet entitled "10 Common Misunderstandings About the WTO," responding
to criticism by anti-globalization protesters.
The WTO denied any knowledge of the public relations memo, "Positive
Anarchy," the full text of which appears below.
***
Campaign Plan for "Positive Anarchy"
Privileged and Confidential Subject to Attorney-Client Privilege Attorney
Work Product
MEMORANDUM
July 2, 2001
To: WTO Youth Action Working Group
From: Y NOT, Inc.
Re: Strategic Youth Campaign
--------------------------------------
First the problem: the World Trade Organization faces significant
obstacles in its efforts to bring its message to the 12 to 19-year-old
demographic. Non-interest, lack of information and misinformation all
remain significant problems. Furthermore, polling data continues to skew
substantially towards the competitor "brand," called here "Anti."
Now the solution: using detailed polling information provided by Teen
Data, Inc., we think we can begin to create a meaningful WTO "brand"
experience for the teen demographic. The key to our efforts will be to
reach the so-called "unaffiliateds," that part of the demographic that has
no information about the WTO "brand" and as a result, has yet to form any
kind of negative opinions. By targeting this sub-demographic through
grassroots messaging, guerilla marketing and subversive affirmation, we
believe we can realize significant market share for the WTO "brand."
1. Subversive Affirmation: the On-Air Strategy Our polling data from Teen
Data, Inc. indicates that 72% of the 12 to 19 year-old demographic
receives news-type information from late night television and comedy
shows. Obtaining positive "brand" coverage through these media is our best
bet for reaching the audience. * Note: polling data shows that while there
is significant awareness of "Anti" (63% of teen boys, 74% of teen girls),
the demographic is already experiencing pronounced fatigue with the "Anti"
"brand." 49% of the mixed demographic said they were "ready for something
new."
We recommend the following media strategies:
- Team up with professional comedy writers to produce comic material
relating to the "Anti" competitor "brand." Discussions are underway with
the Daily Show, Conan O'Brien and Saturday Night Live.
- Create a visible presence around the WTO "brand." Focus groups responded
positively to Mike Moore as spokesman, with 39% indicating an "above
average willingness to listen" when Moore was on camera. Discussions about
placing Moore on late night shows are ongoing -- no concrete results yet
-- although Charlie Rose has reportedly expressed some interest.
- Take advantage of daytime openings. 37% of the demographic indicated
that they regularly record daytime shows for later viewing. Of this
sub-demo, 72% watch the Jerry Springer show. We are currently negotiating
with Springer's producers over a proposed "brand" showdown in which a
young female representing the WTO "brand" would face-off against a young
male representing "Anti."
- Recruit model/spokespersons. Polling indicates that "Anti" has benefited
significantly from association with high profile musicians/actors. (Note:
43% of teen girls identified U2 singer Bono as related to "Anti" "brand.")
Through a third party, Y NOT, Inc. initially approached actresses Sarah
Michelle Gellar and Tara Reid about serving as spokespersons for the WTO
"brand," but made little headway. We have since been approached by a
representative of Kevin Costner, but aren't convinced that he is "brand"
appropriate.
2. Guerilla Marketing Of teens reporting fatigue with the "Anti" "brand,"
46% focused on "Anti" merchandise including puppets, bandannas and
gas-masks. The relatively static nature of "Anti" "brand" merchandise
creates the opportunity for the WTO "brand" to effectively compete for
market share by introducing its own product line.
- Work with Teen Data's Trend-Setter division to identify coming trends in
teen fashion and mark said merchandise with WTO "brand." Note: all
garments must be made in USA or include "sweatshop free" label. We don't
want to set ourselves up for that one!
- Explore product placement possibilities. The expanded Reality TV niche
presents exciting opportunities for product placement, including WTO
"brand" merchandise. Note: discussions with Mark Burnett about placing WTO
product in Survivor 3: Africa have been extremely positive, although still
at the exploratory stage.
- Utilize one-to-one teen marketing. 83% of the demographic reported that
they are "most likely to take information seriously if it comes from other
teens, which means that the most effective marketers of the WTO "brand"
are teens themselves. We are currently working on customizing the
guerrilla marketing strategies of Big Fat, Inc. (bigfatpromo.com) for the
WTO "brand." This highly effective method utilizes trend-setting teen
marketers who sell product to their own demographic while keeping their
own affiliations hidden.
3. Image Cultivation Even teens who failed to identify the meaning of
"WTO" (note: 81%) still associated the "brand" with negative imagery. When
asked if they would be likely to purchase "WTO" product, 32% responded
"extremely unlikely," while 27% responded "unlikely." Asked what would
make the WTO "brand" more appealing, 39% of this group suggested either
rearranging the brand logo or selecting a replacement logo. Based on this
data, we recommend the following:
- Adopt embedded marketing strategy. Teen marketing research shows that
teens may respond positively to marketing symbols used in association with
formerly unpopular brands. Utilizing this strategy, the WTO "brand" would
be replaced by a symbol or logo that teens consider more appealing. Note:
in focus groups, 59% of teens reported that they would consider purchasing
WTO product if associated with friendly talking frog.
- Consider reconfiguring product logo. Teens who responded negatively to
both WTO "brand" and "World Trade Organization" responded less negatively
when letters were said to stand for something else (World Time Out or We
Think Off-Beat were both presented to focus groups.). Possibilities are
obviously limited within the current logo-scope. Consider using other
letters?
- Pursue "truth in marketing" strategy. 76% of teens surveyed said that
they have "high respect" or "some respect" for "brands" that "do what they
say they are going to do." Utilizing "truth" strategy also presents
significant opportunity to erase some market share currently dominated by
"Anti" "brand." 62% of teen focus group participants reported that they
would "be interested in trying" a "brand" that 1) eliminated Third World
debt or 2) provided free drugs to people suffering from AIDS or 3) got rid
of sweatshops. Just a thought.
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