It’s no secret among those of us who have worked for agencies or vendors of Target Corporation that arrogance (well deserved) is part of the Target corporate culture. What else could explain their Rounders stealth marketing program. (Bloggers Seeing Red Over Target’s Little Secret, Sat Dec. 1)

Surely the brilliant marketing people charged with approving and supervising Target’s advertising and marketing programs know that transparency and full disclosure are required to ethically engage in social media marketing. Their agency, drillTEAM, certainly did. As members of the Word of Mouth Marketing Association, drillTEAM agreed to a code of ethics that makes it very clear that when marketers compensate advocates, evangelists, bloggers or anyone else they are expected to say who they are, express their honest opinion and not obscure their identity. That drillTEAM complied with the operation of a secretive marketing campaign doesn’t excuse Target. Target should be ashamed of their spokesperson, Amy Van Walter, for blaming the vendor. The choice between designing an honest and transparent ambassador program or launching a CIA-style propaganda campaign was Target’s decision and they should own up to.

With their hip persona, trendy style and cutting edge advertising, one would expect Target to understand that in this new marketing world the corporation can't control the message any more. To be a hip and cool brand on a social network is to be upfront and honest. Otherwise you’re just a greedy poser. With millions of happy customers and enthusiastic supporters the coolest thing Target can do is let their advocates and detractors speak honestly for themselves.


Jeff