Magazine article Marketing

In This Business Sales, Not Love, Is All That You Need

Magazine article Marketing

In This Business Sales, Not Love, Is All That You Need

Article excerpt

Whilst mining for gems in old magazines my eye was caught by a piece about Scottish Amicable's head of marketing Brendan Llewelyn who has left to start a marketing consultancy. It said he was "well known for a series of high-profile ad campaigns" which included something to do with "You've Been Framed" and "Captain Chaos".

How that grinning buffoon Jeremy Beadle relates to insurance I cannot surmise. Maybe a policy has been devised to compensate you if by mischance you catch sight of him on television. However, as a Scottish Amicable punter I suspected at one point that Captain Chaos was in charge of their customer communications.

The piece referred to the Captain Chaos advertising "era", which I recall more as a fleeting moment. Brendan commented on it with a frankness as refreshing as it is rare: "The idea was to come up with a campaign which was universally likeable, but unfortunately it didn't achieve universal likeability. And because it had such high impact those who didn't like it were vet vociferous".

The managing director of Scottish Amicable said Brendan will "still have input into our future marketing strategy". ("Have input into", I assume, means "advise on"). I trust he will not waste time suggesting more attempts at like-ability which can be quite an overrated commodity. There is a lot of evidence to suggest that my liking you or your advertising may not be enough to make me buy from you. For example, I may love you because you're an amiable half-wit - which, who knows, may have been the case with Captain Chaos.

From what little I recall, that particular creative landmark managed with brilliant simultaneity to communicate all the wrong thoughts about insurance, starting with a strained attempt at humour, whilst employing the one medium which has high attention value but is almost certain to diminish credibility - the cartoon. …

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