Wonderbra Ad Creator Gives Rival City a Lift; Liverpool Doesn't Have Advertising Budget for Culture Bid

Article excerpt

Byline: Emma Bird

ONE of Liverpool's rivals for the Capital of Culture bid has signed up the advertising guru behind the controversial Wonderbra campaign.

Birmingham hopes that Trevor Beattie, whose personal mantra is "get noticed", will ensure everyone is talking about what the city has to offer.

The high-profile ad-man has been signed up as the executive creative director and has recruited two regional agencies to handle all advertising and design for the bid, which must be submitted by March.

But the Liverpool Culture Company does not have an advertising budget, with chief executive Sir Bob Scott labelling it as "inappropriate".

He believes the best way of promoting what the city has to offer is through free media coverage and will not entertain the idea of paying for advertising space. However, it has signed up Liverpool public relations company Paver Downe.

Nevertheless, it would be wrong to ignore the hype that Birmingham-born Beattie has created with his string of controversial advertising campaigns.

Although he spent 19 years dreaming up catchlines for Weetabix, pet food and Liquorice Allsorts, the 42-year-old shot to fame in 1994 with the Playtex Wonderbra ad, which featured Eva Herzigova's cleavage and the slogan "Hello Boys".

Beattie, who is chairman of the renowned agency TBWA, is also the brains behind the FCUK branding of French Connection. The seemingly dyslexic advertising helped transf orm the high-street retailer into an international name.

In addition, his television work on Sony PlayStation, which featured a cyberpixie, proved how edgy, innovative advertising can attract the attention of the fickle youth market. …