Magazine article Marketing

MARKETING MIX: Pen Portrait - Martin McInnes, the Church Agency

Magazine article Marketing

MARKETING MIX: Pen Portrait - Martin McInnes, the Church Agency

Article excerpt

Martin McInnes is managing director of The Church Agency. In 1992 he established his own marketing consultancy, Scott Thompson, which merged with 5 communication in 1994 and rebranded to Church this year.

Writing can be mostly rounded, mostly angular or a mixture of both. This, most definitely, is angular.

Angular writing frequently conveys a feeling of authority and power. Such writers almost invariably like to work things out for themselves. They make excellent engineers, scientists and strategists.

This week's writer is no exception. His thinking is crystal-clear and very direct. The fact that the most direct route between two points is a straight line manifests itself clearly in both his writing and his thinking.

He has exceptionally well-honed observation and critical ability and can spot a flaw - and work out how to put it right - before most people have even decided what they should be looking for. The most dominant part of his writing is his upper zone. …

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