Denny Hatch

For those who have asked, www.businesscommonsense.com is Denny Hatch’s website. Denny is one of most perceptive commentators on the American business scene in my view, partly because he is one of the few who really understand marketing.

Why should this matter? Because marketing has an immense influence on all our lives, yet very few understand it – including most practitioners, which explains why the average tenure of a marketing director here and in the U.S. is well under two years.

That’s long enough to get a fancy office, change everything whether it needs it or not – and get found out or if lucky promoted or transferred before the chickens come home to roost.

Anyhow, Denny showed me what he has drafted about the posters I discussed two days ago, but his point of view is not mine. We rarely disagree, so when we meet next week for lunch we can have a mashed potato fight.

About the Author

In 2003, the Chartered Institute of Marketing named Drayton one of 50 living individuals who have shaped today’s marketing.

He has worked in 55 countries with many of the world’s greatest brands. These include American Express, Audi, Bentley, British Airways, Cisco, Columbia Business School, Deutsche Post, Ford, IBM, McKinsey, Mercedes, Microsoft, Nestle, Philips, Procter & Gamble, Toyota, Unilever, Visa and Volkswagen.

Drayton has helped sell everything from Airbus planes to Peppa Pig. His book, Commonsense Direct and Digital Marketing, out in 17 languages, has been the UK’s best seller on the subject every year since 1982. He has also run his own businesses in the U.K., Portugal and Malaysia.

He was a main board member of the Ogilvy Group, a founding member of the Superbrands Organisation, one of the first eight Honorary Fellows of the Institute of Direct Marketing and one of the first three people named to the Hall of Fame of the Direct Marketing Association of India. He has also been given Lifetime Achievement Awards by the Caples Organisation in New York and Early To Rise in Florida.

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