Magazine article Management Today

Brain Food: Speaking out - John Grant, Co-Founder of St Luke's

Magazine article Management Today

Brain Food: Speaking out - John Grant, Co-Founder of St Luke's

Article excerpt

The thought of listening to an advertising guru waxing lyrical about 'Brand Reality' is enough to fill most people with dread.

So it was with some trepidation that I headed to a hotel in Essex to listen to John Grant, formerly of St Luke's and now an author and consultant. I was pleasantly surprised - despite a shaky start. The poor lighting provided by IMM, the organisers of the international campaign planning conference, made Grant - dressed in scruffy jeans and black jumper - look like a black cat in a coal cellar.

Yet his presentation was full of anecdote and brimming with examples.

Grant is all about debunking the standard ad-speak, and his style is conversational and accessible. His message was that you can do your best to produce the most stunning advertising and promotional campaign but, in his words, 'if the product is shite, the consumer will vote with his feet'. There are now 200 types of media to choose from and advertisers must think carefully about what they promote and how. …

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