Guess what – advertising is going back 150 years – and am I happy!

Oh frabjous day, calloo, callay!

He chortled in his joy – Lewis Carroll

I got two VERY interesting messages in the past 48 hours..

One was about a pay by results marketing system that lets clients see clearly what they’re getting for their money – rather than whether the agency won an award.

The other was from a client who sent two ads that ran in a Sunday paper but didn’t work. Could we improve them?

The answer was, “In my sleep” – but more tio the point, both messages were about measurable results. All of a sudden they are getting interesting to people who didn’t give a hoot until recently.

Contrary to rumour I am not old enough to remember the 1850’s, but in those days the clients were usually the business owners, thrilled with the power of mass advertising. They didn’t think they were in the entertainment business. They wanted ads that worked.

So if the media didn’t deliver, they were in trouble – as were the men who sold space on 15% commission, no salary. The obvious answer was to create ads for clients that did work. Thus the advertising agency business was born. Then cushy times came. People forgot. But The Prudent Toad’s recession combined with the chaos in the media industry is forcing a return to reality.

This all reminds me of my dictum that it takes bad times to produce good habits – and since down in our little basement we get it right about 98% of the time, a little celebration is in order.

First, though, we must prepare the exam for last year’s www.EADIM.com students. So we’re in the office this weekend instead of lollygagging down the Kings Road.

“By pains men rise to greater pains” – Francis Bacon

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.

2 Comments

  1. Exams!?

    What exams!?

    Just kidding.

    I'm glad there's something to aim for at the end.

    Just as I'm glad DM is getting more popular than ever.

    Seems, for once, I've timed something right.

    Roll on the good times.

  2. Exams!?

    What exams!?

    Just kidding.

    I'm glad there's something to aim for at the end.

    Just as I'm glad DM is getting more popular than ever.

    Seems, for once, I've timed something right.

    Roll on the good times.

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