tag:blogger.com,1999:blog-2421913838337434.post1889726050902280651..comments2023-11-05T07:37:16.624+00:00Comments on The Drayton Bird Blog: Will this idiocy ever stop?Drayton Birdhttp://www.blogger.com/profile/06871107998046212949noreply@blogger.comBlogger5125tag:blogger.com,1999:blog-2421913838337434.post-77546327419906495012008-11-04T21:44:00.000+00:002008-11-04T21:44:00.000+00:00And the worrying thing is Drayton once all of the ...And the worrying thing is Drayton once all of the above has happened, the crap work that's been created by the clueless new agency gets seen by other marketing people who think "that's good, it must work if a big company like them is doing it", and yet more crap gets produced.<BR/><BR/>I've read a lot about the value proposition lately too. Another pet peeve of mine at the moment is people talking about how customers "engage" with your campaign. I read something from one such twat recently who said something like "it's all about ROI, but not Return on Investment - what you should measure is Return on Inspiration". What an arse. Return on Indulgence more like.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-2421913838337434.post-32485639400507593972008-11-04T08:17:00.000+00:002008-11-04T08:17:00.000+00:00The reasons why many (but not all)marketing direct...The reasons why many (but not all)marketing directors are not good is that they are as a rule hired by chief executives who, as a rule, do not know much about marketing. Some come from operations, some from finance and so on. They rarely come from marketing because marketing is (rightly)regarded poorly - lots of surveys show that. So this is the opposite of a virtuous circle. The blind leading the blind - over a cliff. Yet when a good marketing man gets to the top, the results are marvellous. People like Branson, O'Leary and so on are natural marketers, all the better for not being corrupted by stupid theory. The latest load of pretentious crap to be unlaoded, by the way, is called The Value Proposition. Whole screeds of incoherent crapare being written about this in business schools. It means why customers should choose you.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-2421913838337434.post-54998920076853550122008-11-04T07:43:00.000+00:002008-11-04T07:43:00.000+00:00Well said, Drayton. Interestingly here in Denmark,...Well said, Drayton. <BR/><BR/>Interestingly here in Denmark, 6 agencies were recently asked to participate in a pitch to win Sterling - a low cost airline carrier here. <BR/><BR/>As it turned out, Sterling filed for bankruptcy less than 4 weeks after the brief took place. Anyone whom bothered to pick up any newspaper on any given day in the past 6 months, would have known that Sterling was in serious financial trouble. <BR/><BR/>Wishful thinking is apparently still a strategy amongst (*Danish) agencies, I guess.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-2421913838337434.post-58085906725292586242008-11-01T23:40:00.000+00:002008-11-01T23:40:00.000+00:00Drayton,after reading your post I suddenly realise...Drayton,after reading your post I suddenly realised (bit of a slow learner here) that new marketing directors can be appointed who haven't got the foggiest idea which agencies are best suited for their new companies and which are likely to produce the best results.<BR/>Who are the geniuses who appoint these turkeys and on what basis do they do so?<BR/>Come to think of it how about giving me the nod the next time one of these jobs comes up? I will accept a massively inappropriate salary, agree to travel (first class naturally) from my abode deep in rural Western Australia at least 6 times per year to grace the sumptuous corporate offices. I promise to conduct a long and massively expensive search for the right agency and then appoint you. You will do wonderful things wothout raising a sweat (guaranteed; if those idiots would appoint me, their marketing must be pitiful) and increase sales beyond recognition. This would then well and truly get up the nose of some of the directors who object to the old guy with corks hanging from the rim of his hat and speaking with a strange accent, who will then fire me. I will tearfully accept a massively inappropriate severance deal - (we are talking millions, right?) - and return to my rural idyll with a grin like a Cheshire cat.<BR/>I await your call.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-2421913838337434.post-43380784530688153532008-11-01T20:07:00.000+00:002008-11-01T20:07:00.000+00:00If I didn't know this to be true, I'd say you've e...If I didn't know this to be true, I'd say you've entered the realm of writing fairy tales.<BR/><BR/>Unfortunately, the world is being taken over by lunatics.<BR/><BR/>And there's nothing we can do as they all band together to stay up there.Anonymousnoreply@blogger.com