The atheist who's Selling Jesus

By: Pete Horsley on: 04.10.05

You've probably by now seen the article from the Australian Newspaper telling of one of Australia's top Marketing consultants hired to update the image of the Church. Tough job? Absolutely. After considering the options Angus Kinnaird, Melbourne strategy director of FutureBrand decided to drop the church altogether and focus instead on Jesus. "I've had lots of clients wanting to update their image, but I don't think I've ever come across one that has quite as many problems as the church." The article goes on to say..."The research shows that the church is almost an insurmountable obstacle to the campaign. "The church was seen as the problem, not the solution," he says. But research also reveals people see value and power in what Jesus taught, such as peace, forgiveness and acknowledgment of the sin of pride. Some in the focus groups thought Jesus would be disgusted by the way the churches carried on."

All very interesting. It has obviously gathered momentum amongst churches around Australia. While some credit must be given for using the "smarts" of marketing agencies. Still some questions linger...Have we reached a place of outsourcing mission? Will it work? Is $250 000 best spent on 140 TV ads, 200 radio spots, seven newspaper ads and about 30 billboards?

Jesus strategy still amazes me. He slipped in the "back door" - totally unassuming, no billboards, no fanfare, as a baby. He spent 30 years working up to his public launch and then he did it to an audience of 12. Very strange chap. But then again, he is God...

You can read the full article here...

http://www.theaustralian.news.com.au/common/story_page/0,5744,16654819%5E28737,00.html

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