Magazine article Marketing

Making More of the Same Work for Your Clients

Magazine article Marketing

Making More of the Same Work for Your Clients

Article excerpt

The only client meeting I went to sleep in was with Woolworth. I don't mean mentally switch off, I mean actually slip away into blissful slumber. Mouth open, head lolling, gone.

This was years ago, of course, and all the charming, but batty, people I dealt with have been moved on. I also remember going to a meeting with them after a particularly good lunch wearing a tie made out of a paper napkin, but that's another story. The dozing incident occurred at some point in the middle of one of their interminable review meetings, at which my role was to update them on the UK media scene. Every year I was asked the same question: "Why don't you ever come up with anything new? It's always the same -- TV, press, radio, posters..."

If only I could return today. What fun I would have revealing the creative media opportunities to be found at the bottom of golf holes.

We would need a whole afternoon dedicated to direct mail (something so hideously boring and complicated I felt I could legitimately dodge it in the old days), and hours would be required to traipse through the new radio stations, cable TV channels, satellite packages, and sponsorship possibilities. Almost certainly the sheer scale of today's review would be enough to pack the clients off to the land of nod. The thing is, I'm not sure they would have any clearer idea about what to actually do than they did years ago. More media doesn't necessarily mean better advertising opportunities. (It doesn't necessarily mean better media either. …

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