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02/21/2007: "AFLAC CMO Chops Head Off the Duck"

Remember last time I discussed the fact that advertising should inform and not entertain. Well, looks like advertisers are finding that to be the truth for themselves.

According to an article today in Advertising Age:

Jeff Herbert has a marketing problem. Everyone knows his advertising icon, but he believes most consumers don't know what it sells. So he intends to clip the Aflac duck's wings.

Jeff Herbert, the company's first CMO and a classically trained package-goods marketer, plans to make the duck, created by Kaplan Thaler Group, New York, less visible and less audible. His plan is to focus more marketing on what Aflac does -- supplemental insurance -- while expanding its offerings and growing the category.

As I said, advertising should inform --- not entertain. After all the expensive, funny, well written spots, advertisers find that out. They go back to just plain selling. That is, if they're smart.