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NEWS
UTJ Ad Campaign Off to a Late Start
By R. Gil
If you're wondering what's new about UTJ's ad campaign for
the upcoming elections, unfortunately we can only focus on
what's missing. Following a decision to issue a tender for an
advertising agency to market the party properly, five leading
firms topped the list, but last week one of them gave notice
that it was withdrawing from the tender. Gal Oren BSD, which
had been one of the leading names among the firms, quickly
— and surprisingly — chose not to vie this time
around.
With elections scheduled for the day after Tu BeShevat (Feb.
10), not enough time remains to handle the task proficiently,
explained Meir Gal, joint CEO of the firm. A responsible ad
agency seeking to conduct a professional campaign can't
afford to take a chance on vying for the advertising budget
of a party that has yet to finalize the courses of action it
wants to take in a campaign that has already gotten
underway.
"Our professional view does not permit us to lead a serious,
successful campaign during such a short time period and
without an active and organized election staff," said Gal.
The firm had several plans to handle the campaign and had
even prepared advertising elements before reaching the
decision to withdraw.
Instead Gal Oren BSD will lead the campaign for HaIchud
HaLeumi, clearing the way for the four other contenders:
Bolton Potential, which led UTJ's last election campaign
("One big family" and "So we can live here"), Trio, Effective
Results and Pirsum Netto.
Afikim, which is representing Shas in the current elections,
cannot undertake both campaigns, of course, especially
considering the gap between the respective platforms.
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