<p>广告牌运营商 Global 因撤回一项嘲讽主要广告公司的活动而受到批评。</p>
<p>Global 的高级管理人员介入，撤回了一项已启动的付费活动，该活动嘲讽了 WPP 等广告巨头，Global 在全球运营超过 250,000 个路边和伦敦地铁的广告牌。</p>
<p>这家媒体公司告诉活动背后的公关公司 WeAreSPQR，广告 “过于个人化”，并对代表 Global 大量业务的代理合作伙伴产生了 “负面联想”。</p>
<p>尽管该活动已通过 Global 自己的文案审核流程，并未提及广告具有冒犯性、不准确或违反广告规范。</p>
<p>这一举动引发了对 Global 利益冲突的指责，因为该公司依赖大型广告集团作为其主要收入来源。</p>
<p>WeAreSPQR 的创始人 Mike Coppen-Gardner 表示：“Global 基本上撤回了这个活动，因为它不想惹恼其客户群。这是一个非常奇怪的动态。”</p>
<p>“无论他们的意图如何，他们使用公共广告媒介来保护一系列商业关系，这显然是不对的。如果其他人或他们的客户群感到不快，他们还会做什么来撤回活动？”</p>
<p>这位广告公司老板表示，这一决定突显了媒体所有者与大型广告商之间模糊的关系，并警告这可能会影响公共空间中的言论。</p>
<p>他补充道：“如果你关注消费者选择和竞争，那么在什么情况下，代理集团与其媒体合作伙伴之间的闭门谈话会扼杀这种竞争？”</p>
<p>该活动于四月推出，包含六个不同的广告牌广告，针对最大的广告集团。</p>
<p>它们的标语包括：“也许他们被称为代理控股公司是因为他们的客户必须等待很久。” 另一个标语是：“大型广告集团正在裁员，但并不是全面开火。”</p>
<p>虽然这些广告并未直接提及任何主要广告控股公司，但它们都出现在靠近 WPP 伦敦总部的 Southwark 的广告牌上。</p>
<p>这些广告于 5 月 5 日立即撤回，距离活动预定结束还有三天。</p>
<p>这一争议发生在传统广告公司面临严峻时刻之际，它们正在努力适应人工智能对其商业模式的影响。</p>
<p>WPP 表示将在未来两年内削减 5 亿英镑的成本，通过出售部分业务和重组其庞大的控股集团。</p>
<p>该公司去年裁员 10,000 人，最近失去了全球最大广告公司（按收入计算）的头衔，转而被其法国竞争对手 Publicis 取代。</p>
<p>Global 是英国最大的媒体所有者之一，其屏幕和广告牌网络覆盖 95% 的居民。</p>
<p>去年，它与伦敦交通局签署了一项新的八年合同，负责管理地铁、火车和电车的广告。</p>
<p>这家媒体巨头还拥有包括 Capital、Heart、Classic FM 和 LBC 在内的众多广播电台，并制作了《新闻代理》等播客。</p>
<p>Global 拒绝发表评论。</p>

<p>广告牌运营商 Global 因撤回一项嘲讽主要广告代理机构（包括 WPP）的广告活动而遭到反对。该广告在 Global 的批准下发布，但被认为 “过于个人化”，可能会损害与代理合作伙伴的关系。批评者认为这反映了利益冲突，因为 Global 在很大程度上依赖于这些代理机构的收入。该广告活动以幽默的标语揭示代理机构的低效，虽然在四月启动，但在 5 月 5 日被突然停止，距离预定结束仅几天。这一事件突显了媒体所有者与广告商之间在广告行业面临挑战时的复杂动态</p>

<p>Billboard operator Global has been criticised after pulling a campaign that mocked major advertising agencies.</p>
<div class="lb-trans"><p>广告牌运营商 Global 因撤回一项嘲讽主要广告公司的活动而受到批评。</p>
</div><p>Senior executives at Global, which operates more than 250,000 billboards next to roads and on the London Underground, intervened to pull a paid campaign that poked fun at ad giants such as WPP after it had already launched.</p>
<div class="lb-trans"><p>Global 的高级管理人员介入，撤回了一项已启动的付费活动，该活动嘲讽了 WPP 等广告巨头，Global 在全球运营超过 250,000 个路边和伦敦地铁的广告牌。</p>
</div><p>The media company told WeAreSPQR, the PR firm behind the campaign, that the ads were “too personal” and had a “negative association” for agency partners that “represent a lot of business to Global”.</p>
<div class="lb-trans"><p>这家媒体公司告诉活动背后的公关公司 WeAreSPQR，广告 “过于个人化”，并对代表 Global 大量业务的代理合作伙伴产生了 “负面联想”。</p>
</div><p>That was despite the campaign being approved by Global’s own copy referral process, with no reference to the ads being offensive, inaccurate or otherwise in breach of the advertising code.</p>
<div class="lb-trans"><p>尽管该活动已通过 Global 自己的文案审核流程，并未提及广告具有冒犯性、不准确或违反广告规范。</p>
</div><p>The move triggered accusations of a conflict of interest for Global, which relies on the large ad groups for a major source of its revenue.</p>
<div class="lb-trans"><p>这一举动引发了对 Global 利益冲突的指责，因为该公司依赖大型广告集团作为其主要收入来源。</p>
</div><p>Mike Coppen-Gardner, the founder of WeAreSPQR, said: “Global basically pulled this because it didn’t want to upset its customer base. It’s a really strange dynamic.</p>
<div class="lb-trans"><p>WeAreSPQR 的创始人 Mike Coppen-Gardner 表示：“Global 基本上撤回了这个活动，因为它不想惹恼其客户群。这是一个非常奇怪的动态。”</p>
</div><p>“Whatever their intent, they used a public advertising medium to protect a set of commercial relationships, and that’s just not right. What else are they doing or could they do to pull campaigns if it upsets other people or their customer base?”</p>
<div class="lb-trans"><p>“无论他们的意图如何，他们使用公共广告媒介来保护一系列商业关系，这显然是不对的。如果其他人或他们的客户群感到不快，他们还会做什么来撤回活动？”</p>
</div><p>The ad agency boss said the decision highlighted the murky relationship between media owners and large advertisers, and warned it could affect what was being said in public spaces.</p>
<div class="lb-trans"><p>这位广告公司老板表示，这一决定突显了媒体所有者与大型广告商之间模糊的关系，并警告这可能会影响公共空间中的言论。</p>
</div><p>He added: “If you’re looking at consumer choice and competition, at what point is that competition stifled by the closed-door conversations between agency groups and their media partners?”</p>
<div class="lb-trans"><p>他补充道：“如果你关注消费者选择和竞争，那么在什么情况下，代理集团与其媒体合作伙伴之间的闭门谈话会扼杀这种竞争？”</p>
</div><p>The campaign, which launched in April, featured six different billboard ads that took aim at the largest advertising groups.</p>
<div class="lb-trans"><p>该活动于四月推出，包含六个不同的广告牌广告，针对最大的广告集团。</p>
</div><p>They featured taglines such as: “Maybe they’re called agency holding companies because their clients have to wait so long.” Another read: “The big agency groups are firing. But not on all cylinders.”</p>
<div class="lb-trans"><p>它们的标语包括：“也许他们被称为代理控股公司是因为他们的客户必须等待很久。” 另一个标语是：“大型广告集团正在裁员，但并不是全面开火。”</p>
</div><p>While the ads did not directly refer to any of the major advertising holding companies, they all appeared on billboards in Southwark, close to WPP’s London headquarters.</p>
<div class="lb-trans"><p>虽然这些广告并未直接提及任何主要广告控股公司，但它们都出现在靠近 WPP 伦敦总部的 Southwark 的广告牌上。</p>
</div><p>The ads were pulled with immediate effect on May 5, three days before the scheduled end of the campaign.</p>
<div class="lb-trans"><p>这些广告于 5 月 5 日立即撤回，距离活动预定结束还有三天。</p>
</div><p>The dispute comes at a torrid time for traditional advertising agencies, which are scrambling to adapt to the impact of AI on their business models.</p>
<div class="lb-trans"><p>这一争议发生在传统广告公司面临严峻时刻之际，它们正在努力适应人工智能对其商业模式的影响。</p>
</div><p>WPP has said it will cut £500m in costs over the next two years by selling off some businesses and restructuring its sprawling holding group.</p>
<div class="lb-trans"><p>WPP 表示将在未来两年内削减 5 亿英镑的成本，通过出售部分业务和重组其庞大的控股集团。</p>
</div><p>The company let go of 10,000 jobs last year and recently lost its crown as the world’s largest advertising company by revenue to Publicis, its French rival.</p>
<div class="lb-trans"><p>该公司去年裁员 10,000 人，最近失去了全球最大广告公司（按收入计算）的头衔，转而被其法国竞争对手 Publicis 取代。</p>
</div><p>Global is one of the UK’s largest media owners, with its network of screens and billboards reaching 95pc of the population.</p>
<div class="lb-trans"><p>Global 是英国最大的媒体所有者之一，其屏幕和广告牌网络覆盖 95% 的居民。</p>
</div><p>It signed a new eight-year contract last year with Transport for London to manage advertising across Tubes, trains and trams.</p>
<div class="lb-trans"><p>去年，它与伦敦交通局签署了一项新的八年合同，负责管理地铁、火车和电车的广告。</p>
</div><p>The media giant also owns a host of radio stations including Capital, Heart, Classic FM and LBC, and produces podcasts such as The News Agents.</p>
<div class="lb-trans"><p>这家媒体巨头还拥有包括 Capital、Heart、Classic FM 和 LBC 在内的众多广播电台，并制作了《新闻代理》等播客。</p>
</div><p>Global declined to comment.</p>
<div class="lb-trans"><p>Global 拒绝发表评论。</p>
</div>

广告牌巨头因撤下嘲讽广告公司的海报而遭到批评