I predict trouble for Russia – here’s why

I’m worried about Russia.

Yes, they have inflation; yes, it’s not necessarily the best place to be too critical of the government; but these things may be curable; they don’t really worry me.

What worried me is the only economic indicator that matters: the Consult-o-Meter. There is a direct relationship, I am sure, between the time and money spent on consultants and the likelihood of economic and social catastrophe. This is because people only hire these leeches when either they don’t know what to do, they can’t be bothered to work it out for themselves or they’ve got more money than sense.

You want proof? Look at Britain. This government spends more money on consultants than you care to imagine – over £2 billion a year and rising. In a report a year or so ago it emerged that 40% of the people who actually cmmissioned them thoiught they shouond’t have. Who wastes most money? The NHS? What is most of it dspent on? IT. Where have the biggst cock-iups occurred? IT. Do they measure its effectiveness? Mostly, no. Do these people do jobs thyat can be done inside for aboiut one fith of the price? Yes. Is it your money. Oh yes.

it was London? The terrorist’s friend Livingstone has spent a fortune on them.

Well it has just been announced that Russia has become KPMG’s fastest growing market, outstripping China for audit and consultancy services. Last year, their business there increased by 65 per cent.

Don’t say I didn’t warn you Vladimir.

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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