Magazine article Marketing

Pen Portrait

Magazine article Marketing

Pen Portrait

Article excerpt

Tim Yates, marketing director of telecoms company One 2 One, joined the company last year at the same time as it broke the one million subscriber mark. He was previously brands director at Guinness, where he was responsible for developing the company's sponsorship of the 1999 Rugby World Cup, which has just ended.

This is more like the writing of an engineer than of an artist. Systems, analysis, process, logic and precision are the first words that come to mind as began to assess this sample.

This writer's priorities are centred more on accuracy and validity than presentation and appropriateness. He is far more interested in meeting specifications than in 'tarting things up' for the sake of appearances. In fact, perish the thought that he would do any such thing.

The run-up lines leading to starting letters such as 'f' and 't' reveal the time and effort he is prepared to devote to preparation. For this man, nothing is half-right - it is either right or it isn't. …

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