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SapientNitro explains ‘Idea Engineer’ video

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By The Drum Team | Editorial

November 16, 2011 | 2 min read

Following ‘the video’ which SapientNitro released yesterday, the agency has commented about who created the video and what went wrong when dealing with it.

David LaBar, global communications director, told The Drum: “Our colleagues at a production studio in India wanted to express their pride and expose some meaning around being Idea Engineers through an internal music video. It was an amazing show of commitment (we wish all employees around the world were willing to go this far) that accidentally became a global public brand communication.

“The video, not meant to be an official or even global communication, quickly attracted comments from around the world, both positive and negative. Unfortunately, our social media response teams were unaware of this unplanned communication and could not avoid the video creator taking control of video comments. Our audience rightfully took certain actions to heart. We quickly reassured on %20Twitter%20that%20these%20are%20not%20practices%20we%20condone.%20

%E2%80%9CWe%20have%20been%20closely%20tracking%20this%20conversation%20and%20will%20be%20engaged%20with%20it,%20making%20sure%20to%20reassure%20the%20public%20that%20social%20IS%20at%20our%20core,%20and%20that%20an%20unauthorized%20" bad call can be an opportunity for us to further appreciate the power of social maybe even share a few laughs together.>

SapientNitro has also written a blog commenting on the video.

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SapientNitro

SapientNitro, part of Sapient, is an integrated marketing and technology services firm. We create and engineer highly relevant experiences that accelerate business growth and fuel brand advocacy for our clients. By combining multi-channel marketing, multi-channel commerce and the technology that binds them, we influence customer behaviour across the spectrum of content, communication and commerce channels resulting in deeper, more meaningful relationships between customers and brands. SapientNitro services global leaders such as Chrysler, Citi, The Coca- Cola Company, Singapore Airlines, Target and Vodafone through our operations in North America, Europe and Asia-Pacific. For more information, visit our website or follow us on Twitter.

Services provided Brand & Marketing Strategy End-to-End Marketing & Creative Services Broadcast, Print & Digital Advertising Web & Interactive Development Social Marketing & Mobile Marketing Media Planning & Buying Multi-Channel Commerce Digital & Retail Merchandising Marketing Analytics Marketing Technologies

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