New Year’s Day Games in Kabul – from a marketer I REALLY admire



I somehow doubt whether all that many able copywriters are currently serving as soldiers of fortune in Afghanistan, but Greg Waggett is.

These photos were taken by him in Kabul on New Year’s Day. They show the players and spectators of a game called Bushkazi which has been been played in Afghanistan for hundreds of years. It’s bit like Polo, except the ball is a headless dead goat or calf, and the players (and spectators) are not at all like the ones Prince Charles used to play with.

I have met some interesting characters in my time, but none to compare with – or whom I admire more – than Greg, who was introduced to me by David Ogilvy (who else?) and who ran an agency in Cambridge – graveyard of many a hope – where his talents were entirely wasted on the local business population.

Here are some of Greg’s notes on this quaint local sport. “Forget health and safety for the horses – and riders. It makes polo look like something for Goldilocks and it makes horses as Ascot knows them look like Bambi. These are war-horses. In short, a savage and thrilling spectacle. Even the spectators get a whipping if the ‘ref’ thinks you are getting too close. And if you are in the way of the horses when they unexpectedly change direction, then tough!”

What I particularly love is Greg’s first shot of what I presume is the Official Photographer standing taking shots with his phone at what seems to me a range entirely too close to the action for comfort.
Next time you’re agonizing over your adwords, spare a thought for Greg. And next time you’re wondering whether we should have got involved in Afghanistan, remember what the locals do for fun – then compare it with golf, and take note of what the spectators carry.

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. I met Drayton some years before meeting David Ogilvy and owe a huge debt to both. Drayton taught me everything I knew about direct marketing and sales letters. And David taught me everything I knew about general adverting, or should I say EFFECTIVE advertising, as he might rumble. Moreover, both influenced the way I think about some things, not just matters regarding advertising. I don't know why either Drayton or David bothered about me, a complete unknown. But they did. And it says a lot for the brand that both these two great guys made their own.

    Cambridge was tough. But it would have been harder without them because they often provided encouragement and constructive ideas when I was ready to give up.

    Moreover, both Drayton and David were bracingly candid at times, so much so that the urge to cross my legs was irresistible. Ouch! But it was always deserved – and there is no worse writing that that done by someone who thinks he is really rather frightfully good.

    May the sun always shine on you, Drayton. And thank you for everything.

    Greg, Kabul, 3 January 2010

  2. I met Drayton some years before meeting David Ogilvy and owe a huge debt to both. Drayton taught me everything I knew about direct marketing and sales letters. And David taught me everything I knew about general adverting, or should I say EFFECTIVE advertising, as he might rumble. Moreover, both influenced the way I think about some things, not just matters regarding advertising. I don't know why either Drayton or David bothered about me, a complete unknown. But they did. And it says a lot for the brand that both these two great guys made their own.

    Cambridge was tough. But it would have been harder without them because they often provided encouragement and constructive ideas when I was ready to give up.

    Moreover, both Drayton and David were bracingly candid at times, so much so that the urge to cross my legs was irresistible. Ouch! But it was always deserved – and there is no worse writing that that done by someone who thinks he is really rather frightfully good.

    May the sun always shine on you, Drayton. And thank you for everything.

    Greg, Kabul, 3 January 2010

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