My friend Chris Shumaker, the brilliant CMO of Publicis North Maerica, taught me early on that casting in a new business pitch, or important client meeting, is as important as the content being presented.
The video released by Domino's in response to the "Cheese Up The Nose" incident is a great example of that principle.
Does anyone really feel comforted after seeing this? He look awful. Sounds awful. And doesn't even have the ability (or guidance) to look directly into the camera. Total lack of credibility in my opinion.
Nice piece on AdAge by Bob Garfield on how Domino's missed the boat.
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