The Musings Of An Opinionated Sod [Help Me Grow!]

When Marketing Is Nothing More Ego And Delusion …

Once upon a time, the attitude of marketing departments was to continually communicate ‘new news’, even if it was only of value to themselves.

It didn’t matter what was said, the goal was to keep in the public eye at all costs.

A bit like Madonna in the 1980’s.

Anyway, over the years – possibly driven by rising media costs – this trend died down and there was a greater focus on speaking when you actually had something to say.

Sure, there was the odd bit of self-indulgence, but overall marketing departments actually marketed their brand rather than their ego.

Of course, when social media happened, we saw – and continue to see – a return to the bad old days, where brands speak to themselves about things even they don’t really care about.

Part of this is because they regard social as ‘free advertising’ and part of it is because their competitors are doing it and they don’t want to be left behind.

That doesn’t mean social is bad, it just means the way it is used often is.

But all that pails into insignificance compared to something I saw recently.

Something where I cannot fathom why they did it and who they think will care.

What am I talking about? This …

That’s right, a photo library company is talking about how they’ve changed their watermark.

Their fucking watermark.

And then they make it sound like we’d actually want to pay them to have the picture WITH the watermark.


Who are these idiots?

It’s not even a nice watermark so when they say ‘say goodbye to cheap-looking watermarks’, the fact is [1] you wouldn’t be and [2] they seem to have forgotten the whole point of using a photo library is so you can have access to images THAT FEATURE A WATERMARK.

And just when you think things can’t get any worse, they use – quite possibly – the worst ever headline I’ve ever read.

Look at it.


If you hate watermarks and never want to see one again, the chances of you wanting to see an updated, ugly watermark is exactly zero.

Why Photologo?

What was your thinking on this?

What do you think people are actually going to say, think or do?

This isn’t ego, this is makes Donald Trump’s delusion look utterly sane in comparison.

In the World of ridiculous marketing stunts, this has to go down as one of the worst, especially because even if you’re some mental case and love watermarks, the reality is you can download the pic with it for free.


Which all says to me that the owners of Photologo are the most insane people I’ve ever ‘met’ and I can only assume that the people who convinced them this was a good idea also own APAC Insider Magazine.

14 Comments so far
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Somewhere there’s a planner who has this in their portfolio.

Comment by Billy Whizz

somewhere a photo library owner is killing himself.

Comment by andy@cynic

I handed them the gun.

Comment by DH

getty must be shitting themselves.

Comment by andy@cynic

You mean the ‘ugly logo’ photo library company?

Comment by Rob

why the fuck do the names on the before/after photo not match?

Comment by andy@cynic

I was thinking the same thing. Doesn’t this mean they are ripping off their photographer talent rather than representing them?

Comment by DH

Which means after the MD of photologo has killed themselves, they’ll get a job as either a banker or an ad exec.

Comment by DH

It would definitely be in adand. As much as the financial industry repels me, at least their people have an interest in their industry whereas to be successful in adland, you don’t have to have any passion for creativity, just money … even if the way you make it is destructive to your companies long term future and value.

Comment by Rob

Enjoying IPG then.

Comment by DH

I wonder how photographers feel about their rep implying their company watermark is better than the photographs that offer?

Comment by Pete

I don’t think Photologo is a photo library. Think it’s a company that sells watermarks? They make ‘beautiful watermarks’ for photographers to put on their work. Haha.

Comment by R

Oh my god, you’re right.

That’s even worse.

It also makes me wonder why the hell I was served this ad in the first place.

Comment by Rob

Because you’ll buy anything.

Comment by John

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