Magazine article Marketing

More Sex Please: We're British and We're Best at It

Magazine article Marketing

More Sex Please: We're British and We're Best at It

Article excerpt

It's hard to concentrate on serious matters when child sociologists dressed as carrots are being nicked for being drunk and disorderly at cricket matches, but I'll try.

I was once asked at a conference, in one of those weird parlour games often introduced in a hopeless attempt to liven up such events, to define the perfect client as briefly as possible. 'Willingness to test,' I replied. There is an immense amount of time wasted on inconclusive chit-chat around conference tables when very often you can settle the matter by trying something out on a small scale.

David Ogilvy, asked the same question a few years ago by the O&M house magazine, came up with ten points, of which I liked best: "The ideal client inspires his agency," and "If the agency pursues awards given exclusively for creativity, the ideal client fires the agency". I shouldn't think that went down too well among the My-little-ponytail brigade at O&M agencies around the world who have done quite well at awards over the years.

Actually, I think awards are a good thing, even if many judges couldn't tell the difference between good and bad if their lives depended on it. What is more, they may soon (judging by our performance in the aforementioned cricket match) be the only thing left at which we shine.

For example, recently we once again vanquished the Americans at Cannes, and won nine Gold Lions to the US's five in the film category, and 13 golds to the US's six in the print and posters category. …

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