Jumpin’ up … with the police


Well, yesterday my beloved and I went for a wander round the Carnival, which Metro told her is the largest street festival in Europe.

It certainly seems to create the largest collection of empty bottles and assorted rubbish in this country outside the Houses of Parliament.

The first carnival I attended was in Trinidad in 1970. From what I can recall the floats were as good and the bands better than the one I saw yesterday.

But I never enjoyed it as much as I should have done. Overcome by a painful attack of English shyness I never joined in as much as I should have. I think I spoilt it for the girl I was with, the lovely Janina, toast of Gdynia.

I often wince to think what a sad, gauche, yet at the same time arrogant twit I was when younger. Come to think of it, I wince a fair bit nowadays, too.

Besides chicken with noodles and Thai chilli sauce for £2.50 (typically Caribbean) the most interesting thing to me yesterday was the police. It is damned hard to manage half a million people, many under the influence of one thing or another and maybe both in such a relatively small area over so many hours.

On the other hand, the only time I really saw them “in action” was quite frightening. Not because of what they did, but because of how they did it.

What they did was necessary. They were trying to sort out two streams of “traffic” which with the incredible crush was a good idea. But they did it in a very menacing way. It felt just like the “kettling” tactics they’ve been criticised for.

Suddenly this double row of police blocked off our progress. There was no reason given. Just a row of hard faces just an arm’s length ahead. All they had to say was, “Sorry folks. Wait here for a couple of minutes.” But not a word. Just those bad-tempered faces.

This was just lousy communication. Just a couple of words here and there missing. How hard would it be to tell them to say them? And easy for them to say, too.

The more I think, the more I believe that a couple of words here and there often makes all the difference. I would, wouldn’t I? Scribbler’s arrogance.

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.

4 Comments

  1. Anita Saran

    The photo is priceless. I see that you still have that terrific sense of humour you showed in your Commonsense Creative memos. I adore the Bird Droppings and the way you warn those easily offended not to visit your blog. It's great to see the man behind the brilliant reputation.

    Best

    Anita Saran

  2. You know, Drayton, usually I would agree with you about the difference words can make.

    However, having been in situations where it's been necessary to control huge groups of people, I know sometimes it's necessary to appear cold.

    You see, in certain situations people just don't pay attention to a friendly face or word, no matter what.

    In such cases, fewer words and stoney faces can make a world of difference.

  3. The main difference it made on this occasion was to make mne and the people I was with feel needless panic.

  4. Anonymous

    Is that a truncheon in his pocket or is he just pleased to see her?

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