Mobile operator O2 has launched a faceless blog called ‘Mum-E’ to support a £6m family-orientated ad campaign. 

I’m baffled as to why the firm has decided to invest a chunk of its marketing budget into what is essentially an anonymous blog. Since when did this sort of thing work?

According to Brand Republic, the firm has recruited a former journalist to write the blog about “how technology is helping her life as a mum”. 

This will then tie into a marketing drive aimed at families, which launches next week across TV, cinema, print and online. 

I’m all for the use of blogs strategically, but to set up an anonymous blog in 2009 to support a brand advertising campaign seems a bit… weird. In these socially transparent times I can’t see any advantage in having a total lack of identity.

Does anybody remember the ill-fated Captain Morgan’s blog? Or the WalMart fake blogger fiasco? People like authenticity and honesty, and in this case it’s hard to see that this will hit the right spot. 

Despite my concerns there’s also Twitter account to support the blog, which also uses the ‘mum-e’ moniker. ‘She’ is wading into various discussions and generally making poor colour choices (I can barely read those links). Perhaps ‘her’ 29 followers will multiply massively once the TV ad drops. It’s early days for Mum-E...

The agency behind the site is VCCP, who created the excellent Comparethemeerkat campaign, but Mum-E doesn’t have the same ring to it, if you ask me. At least with ‘Aleksandr’ we can put some kind of face to a name, and vice versa. 

I don’t know. Maybe it’s some kind of search engine play? Or perhaps a rabbit / meerkat will be pulled from a hat at some point?

What do you think?

Chris Lake

Published 13 May, 2009 by Chris Lake

Chris Lake is CEO at EmpiricalProof, and former Director of Content at Econsultancy. Follow him on Twitter, Google+ or connect via Linkedin.

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Comments (3)



Hi Chris, I’m Anne, aka the Mum-e herself!

Having looked at your post, I kind of disagree that my blog is faceless. There is actually quite a lot of information about me and my relationship with O2 in the ‘Who I am’ section.

As it says I am a journalist and have worked full time for many years. I now tend to work part time for various publications and of course O2.

As with the rest of the parents blogging community (see <> , etc), I’ve chosen to keep my full name anonymous to protect my children, husband and friends but agree it may be helpful if I used my first name from now on in the posts.

Hopefully you and other readers will find some funny stories about family life. I'm also really passionate about finding technologies that make family life easier so you may come across some of that too.

I agree that there are some things about the blog that need to be changed, and therefore appreciate your feedback about the colour of the links etc. I’m actually looking to include more images about my posts, for example. I also plan to include a live twitter feed on the blog very soon.

Thanks again for your feedback
Anne aka mum-e

about 9 years ago

Chris Lake

Chris Lake, CEO at Empirical Proof

Hey Anne,

I think using your first name is a better idea. It gives the whole thing a more personal feel, and beats a brand-led nickname. Although thinking about it surely you should be 'Mum-A'?! ;  )

Good luck with the campaign.



about 9 years ago


In car holders and cradles

Go Mum-E we love you.

over 8 years ago

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