Magazine article Marketing

Specialists Are Equal under the Marketing Sun

Magazine article Marketing

Specialists Are Equal under the Marketing Sun

Article excerpt

At last! I've become a PR man - a legitimate PR man. (You may scurrilously believe I've done little other than PR, for my agency and for myself, for as long as you can recall. But that hardly made me a legit PR man.)

However, last week I inveigled myself onto the board of Charles Barker, following Bozell's acquisition. How much more legit can you get? Charles Barker is the longest-established PR agency in the world. It was to celebrate the launch in 1812, as you know, that Tchaikovsky penned his famous overture.

Admittedly, Charlie B didn't just specialist in PR. He did above-the-line too, and doubtless everything else (except TV, of which there wasn't a lot in 1812, John Logie Baird having not yet been invented). Charlie was even a dab hand at political advertising. His campaigns for Sir Edward Knatchbull and Sir William Geary in 1832 were so lavish that questions were raised in Parliament. All of which, romantically, brings us back to me joining the Barker board. Because it shows that even two centuries ago really smart operators like Charlie B were already into integrated marketing, though they didn't call it that because, like John Logie Baird, the phrase hadn't yet been invented.

And here we are doing it again. But things are not quite the same as they were. Even in advertising and PR, things have moved forward a tad during the past 200 years.

Whereas Charlie B probably did it all himself, everything being simpler then, life has grown far too complex for any one individual to master all the marketing communications disciplines now. …

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