Magazine article Marketing

Alternative Means Creative

Magazine article Marketing

Alternative Means Creative

Article excerpt

The Queen saw me the other night. She did. I had just walked through St James's Park, dodging herds of fatties as they jogged round in their luminous Marks & Spencer shell suits, trampling down saplings and squashing Canadian geese. Anyway, I got to the corner by the Palace and there she was - in the back of a tall black car. And she saw. I mean she was either looking at me or the lamp post I was stood next to.

The vanity of my assumption that I'm more interesting for the Queen to look at than the lamp post is of course as nothing when compared with my vanity at saying the Queen saw me. Surely it would be more natural to say that I saw the Queen. But then I have always turned things on their head and looked at life differently. I can't help it, and I think it helps me in my job.

This alternative way of looking at things has become more and more popular in the advertising world. There is that marvellous Swinton Insurance TV commercial, to the effect - "The wife asked me what I was doing when John F Kennedy was shot ... She suspects me of everything, that woman..."

This approach is certainly useful when trying to think creatively. But you don't need a creative director's earring and grey stubble to find it helpful in business generally. For example, much attention at present is being devoted to the skills needed for recession management. We are being presented with role models such as the Lords Weinstock, King and Hanson as we lesser mortals try and breathe the kiss of life into the cadaver corporate. …

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