Advertising Age Article Abstract
Costly Red Campaign Reaps Meager $18 Million
Bono & Co. Spend up to $100 Million on Marketing, Incur Watchdogs' Wrath
COLUMBUS, Ohio (AdAge.com) -- The Red charity advertising campaign endorsed so lavishly by Hollywood celebrities including Bono, Oprah Winfrey, Steven Spielberg, Christy Turlington and Chris Rock has taken in only $18 million worldwide since it was launched a year ago. And the disproportionate ratio between the marketing outlay and the money raised is drawing concern among nonprofit watchdogs, cause-marketing experts and even executives in the ad business. ...