Stark terror, a spot of chaos and the chance to save several thousand dollars – all during breakfast

Well, I did my breakfast talk a few hours ago in the Westin in Sydney, which used to be the grand central post office.

The trouble with this speaking game is that it’s just terrifying. I was so frightened that I never even tried till I was 40 – and I still find it scary.

The only good news is that the quality of the result varies in inverse proportion to the quantity of terror.

So last night I slept very badly indeed – to be honest I haven’t slept too well since I arrived here, because I had to do a speech soon after arriving, then three more, plus the odd bit of copy to write or review.

But in the end thugs morning went well, except for the usual technical cock-up. I’d gone to the trouble of interviewing Clayton Makepeace, the world’s highest-paid copywriter, on the phone to get the odd pearl of wisdom.

He said some very perceptive things, and I tested the sound both before going to the venue and before I spoke. But when I pressed the button – nothing. Then the technician came up to the platform. Still nothing. Aaaargh!

Happily this sort of embarrassment always amuses the audience, and they feel sorry for the speaker. Eventually I paraphrased Clayton’s wit and wisdom, and finished with a quiz and some advice.

It was all videoed and I think it turned out very well.

You know, the most valuable thing in the world is good people. There are very few, which I suspect is why the best command such amazing sums. The trouble is, they’re hard to spot.

I have achieved little in my life, but I have trained or helped some very good people, and one of the great rewards is that I keep meeting them. Quite a few turned up this morning – in fact one flew in from Melbourne.

But there was one there this morning whose ability I have nothing to do with. She is called Gail Brennan, and is one of the best marketers in Australia – or anywhere else for that matter.

She’s not glamorous, she’s not trendy, she’s not young (but MUCH younger than me) but my goodness, she is GOOD.

She’s worked in the US (she’s a New Yorker) in Italy (speaks Italian), Hong Kong, France and here in Oz. She was our client in Amex at Ogilvy – terrorised us and was so good we hired her. So, later did our competitors, Wunderman.

She did a great job on the IBM account in Europe and she was about to work for Ogilvy on the Dell business in Japan – then they suddenly changed their minds and hired a Japanese.

They’ll regret it.

I don’t know many people who’ve worked internationally at a high level for such demanding clients and agencies and really understand databases. Somebody should snap her up – which is what I said to the audience here.

She was astounded, as she never knew it was coming.

If you need a really good experienced marketer who can work anywhere, just contact me and I’ll put you in touch (I don’t even know her email address, which shows you what a chance encounter this was, but good people really are like gold dust).

Goodness alone knows how much it would cost to find someone that good through a headhunter. Many thousands.

That’s the end of the commercial for an excellent product.

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.

1 Comments

  1. Anonymous

    Drayton, it’s been many years since I sat in one of your AMEX / Ogilvy DM courses in Oz. Besides DM and linguine, we have something else in common:

    Our professional admiration for Gail Brennan. Over a course of 20 years, in several different settings and engagements, I have had the pleasure and excellent fortune to have worked with Gail.

    May I add to your already lengthy and accurate list of her talents? I found Gail to be a unique executive level marketer with the rare blend of INTEGRITY and SMARTS!

    I love your comment regarding Dell that they’ll ‘live to regret it’.
    Karen Herman

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