One of the most common complaints levelled at marketeers is that their campaigns merely make a short-term difference, and once the slogans are silenced, the newspaper column inches counted and the action achieved measured the problem just comes back again. That's not something you could say about ENCAMS' latest drive however, which began as an attack on those who smear illegal posters all over public property and ended up as a relentless war of attrition against the big businesses that benefit from it. As readers of this column in October will remember, the fly-posting campaign set out to name and shame those who were using unlawfully placed posters as a cheap method of selling their product. And, while some suspected it was local club owners, political parties and even religious groups that were doing the most posting, a survey of cities revealed that it was major record companies that topped the charts.
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