Three deeply moving experiences


The last time I wrote I was in Sofia, preparing for a seminar.

All seminars are worrying. As you probably know, speaking in public is only marginally less terrifying to most people than encountering poisonous snakes. Experience makes it a little easier- but the prospect is still enough to keep you awake the night before.

This worry is compounded if you don’t know the audience and there is simultaneous translation, which was the case in Bulgaria. We had a full house – in fact they had to turn people away – and I had just got into my stride when the sound system collapsed

For fifteen minutes I had to keep the audience entertained, not made easier by the fact that many did not understand English. No fun for me, though they were pretty sympathetic. But as a result I did something I hardly ever do: I overran by 30 minutes, which made it harder for my partner who had to follow me and had to speak faster than she intended.

The day before we had visited yet another church in the city, and maybe I should have said my prayers. But I was so transfixed by what was going on that I forgot.

It was a wedding. Once again there was a splendid choir, a lot of candles and much elaborate ceremony. It made an English wedding look very shabby and casual. There were crowns to be worn by bride and groom, drinking of wine and eating of bread, kissing of crosses and ikons, repeated circling of the altar and a most distinguished and benevolent -looking priest.

It was all filmed and photographed from every angle. If they look closely at the results they will see a sentimental old Englishman looking rather tearful in the background. Believe me, when you get married in a Bulgarian Orthodox church, you know it’s a solemn commitment. If everyone did it that way in England, divorce rates would plummet.

I underwent another religious experience last night in a bar in Soho – the France versus Italy football match. The place was packed. My partner and her sister ended up sitting on the floor. I would say half the people were Italian fans and half French. Italy won – rightly, because though France had slightly more of the ball, they never managed to do much with it.

If it had been England who lost, no doubt there would have been fights and arrests, and if I were French I’m not sure I would have appreciated the Italian merriment, accompanied by derisive shouts of “Va fan culo” – and if you don’t know what that means, find a cultured friend who can tell you.

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.

1 Comments

  1. Hi,
    I attended your lecture in Sofia a couple of days ago and it was very professional of you to keep the crowd entertained while some incompetent organizers were trying to fix their own mess. I was rather prejudiced when it comes to direct marketing but I think you had a good point at showing it can actually work. Thank you and good luck!

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