Today's newstabulous Gulf News came shrouded in a four-page wraparound for new company Dubai Infinity Holdings. As, in fact, did a number of today's papers. With little information beyond the usual breathless focus-group mumbo-jumbo that is becoming so popular these days ("an innovative investments enterprise that empowers partners and communities to excel", for instance. Or how about "Our value add is anchored in sharing innovative insights, knowledge, creativity, human capital and strategic direction."), including a tagline of 'Empowering you to excel'.
The company, according to the ad, was 'Born on the 2nd December 2007', but there's nothing I can find in the papers to reflect a launch announcement yesterday.
Curious to learn more, I went to the website given in the ad - given that there's little more information given in the four page advertisement than that I have quoted above, one would be forgiven for perhaps wanting to find out more about quite who it is making all this noise.
The website, brilliantly, consists of a flash animation of the company's logo and the message 'Coming soon'.
The only call to action possible from the advertisement was the move to the website to find out more. By not having more on the website the morning the ad broke the company, whoever it is, has effectively wasted that money by ensuring that those answering its call to action were disappointed.
This, I humbly submit, is not terribly clever marketing. Particularly when even the most stubbornly Luddite marketers are having to recognise the absolute criticality of the Internet.