Photo: JayParkinsonMD
So yesterday we reported on Hello Health’s thought bubbled subway ads that drew a lot of attention, literally, and how the MTA supposedly pulled them because they were encouraging graffiti. However, Jeremy Soffin, the transit agency’s press secretary said that while “we don’t like to see advertising that lends itself to vandalize the system,” the MTA did not give the order in this case. “CBS made the call,” explained Soffin. He was referring to CBS Outdoor, the exclusive media managing agency for the MTA’s entire system. So we contacted Benjamin Palmer, the CEO of the creative group that designed the ads, managed the buy on behalf of Hello Health with CBS, and first told us of them being rejected. According to him, the ad contracting rep responsible for the buy, Simon Smith, specifically claimed it was the MTA’s call to pull the ads and then informed the group they would need to submit new creative—since ‘Hello’ is locked into a six-month buy.

After reviewing some of the emails, it immediately became apparent that Smith had indeed written the Barbarian group and informed them of the MTA’s alleged decision. When reached by phone, Smith was a little dodgy but eventually came around to admitting that it was his manager that made the final decision although he did try to argue how it’s what the mass transit agency would have demanded anyway, adding “We operate at the mercy of the MTA.” And although he had full knowledge that the ads would probably be rejected by their own standards—let alone the MTA’s—he hastily put the buy through anyway so the ads would be up in time for Hello Health’s launch party. The conversation quickly degraded when he was pressed on the emails he wrote blaming the MTA, when it was in fact CBS’ call. Smith finally quipped, “I’m not even sure I’m supposed to be talking to you,” and said that he’ll be referring this matter to the PR department, adding “you sound like a blogger trying to make something out of nothing.” Smart call Simon, it’s best to leave the lying to your company’s in-house professionals.