The first shall be last – and other glimpses of unconscious irony

There are countless stories in history about great leaders who would stroll anonymously among their people to find out what was really going on.

It seems many of the best leaders did this

Sadly, nobody teaches history any more except in the very best schools, like Eton, which is where our glorious prime minister went.

Clearly he has forgotten his history because the admirable practice of those old heroes has now been replaced by the photo-opportunity, where leaders pretend to ride bikes meet the people.

This is a shame, because as a result they have no idea what is happening in the real world.

If Mr. Cameron wanted to know what it’s like for the rest of us perhaps he could stop talking bilge about this mythical Big Society, which is about as meaningful as Shrek 3 and sample the services – or not, as is the case -of the laughably named , dismally managed First Great Western company.


This appalling company is the bastard descendant of the great engineer Isambard Kingdom Brunel’s Great Western, for over a century one of the best run railway firms in Britain, and now among the worst.


If Izzy could see what was going on he would elbow his way to be first in line to jump off his favourite baby, the beautiful Clifton Suspension Bridge.


Cameron could start his encounter with reality this Friday by sampling cattle class on the 7.30 p.m from London Paddington to Bristol Temple Meads – assuming he could actually fight his way on.


When eventually he reached Bristol he could then marvel at the astonishing bus service provided by the same firm. The incompetents in charge have managed to turn on its head the very idea of public transport – to get from A to B faster than walking.


From where I live I have three choices. I can walk briskly to Temple Meads station in 42 minutes. Or I can take the bus. One takes 36 minutes to get there; the other two take 32. This is because they all take you a tour of the Wet Country en route, taking care to pause for a minute or two every now and then so the driver can calm down. Or I can take a taxi, which will take about 8 minutes. I have never seen a place where taxis do such a good trade.

Even assuming you get to the station on time – as I did yesterday – you will miss the train – as I did yesterday – because the queue to buy or obtain tickets is so long it take 15 minutes to get your turn.


If there were a prize for the worst transport firm in Britain, surely “First” as this bunch of cowboys hilariously call themselves would be in the running. They could also win an award for humour, as they have on each bus an utterly pointless poster stating that they’re “transforming travel”. You can say that again.


There was a happy ending yesterday, though – and another laugh provided by another damn fool copywriter working for another utterly useless firm.


There is a Pasty Shop in the station where the helpful Agata from Poland and her colleagues serve the best bacon baps I’ve ever tasted.


And while I munched and waited for the next train to Birmingham I was able to marvel at the thought that whoever “creates” Lloyds Bank advertising thought it in any way a good idea to claim “We’re changing the way you look at money”.


This has the merit of truth. Nobody realised just how well paid fat bankers could be for failing to provide a service and nigh on ruining an entire country. But it’s not necessarily a good idea to stick up a poster reminding us.


A good advertising rule: if you have nothing helpful or intelligent to say, shut the fuck up.

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.

Leave a Reply

Your email address will not be published. Required fields are marked *