Richard is in charge of Edelman, who did a marketing gig for Wal-Mart where they pretended two RVers were normal folks when in fact it was a marketing gig. The blogosphere is pissed, to put it mildly. Richard apologizes in the best form possible.
He says “I screwed up, it is our fault and not the clients, we won’t do it again.” Hear an excuse? No way. And while I was thinking he was the kind of guy that gave us marketers a bad name, now I think he is somebody who made (or was in charge of someone who made) a mistake, and apologized for it.
I heard about this situation all from the Scobleizer, who you should be reading. His book is good, if a bit academic.