Results – nothing less
Results – nothing less
I have always thought there are two ways to run a firm. Both work.
One is to screw everyone to the ground and never give a penny unless
you have to, with liberal doses of fear.
The other, which I always aimed for, is to make people love the work.
Ogilvy once asked me what I did, and I said, “I’m in charge of
entertainment, David”.
I think if you have to wait for people to ask for rises, and they are
really good, you’re not keeping an eye open for your best people.
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.