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Is the imminent campaign to fight the problem of the Millennium computer bug a classic case of too little too late? Amanda Wilkinson investigates
It will affect more than 3 million companies, cost an estimated 23bn to put right, and has seen companies such as Unilever put 300m aside to cope with its impact.
The Millennium "bug" is less than two years from potentially wreaking havoc on computer systems and the manufacturing industry, not just in the UK, but worldwide. And the battle to convince companies to take it seriously is about to start in earnest with the appointment of a trio of PR, direct marketing and advertising agencies by the Government-backed Action 2000 (MW January 8).
The trio, the Quentin Bell Organisation, WWAV Rapp Collins and BMP DDB, have been hired to develop a marketing strategy by March which may, or may not, include an above-the-line ad campaign.
Although details of any campaign have yet to be disclosed, there are already dissenting voices arguing that the marketing effort will be at least 12 months late when it rolls out, that time is running out, and that what is required is a bold ad campaign - a call to action - in the style of previous Health Education campaigns, which used fear to encourage people to act. A group of industrialists will this week send a letter to Tony Blair demanding action on the impact...