Richard, for the benefit of our readers, you have written the most popular book on marketing on Amazon.co.uk: Brilliant Marketing: What the Best Marketers Know, Do and Say.
What led you to write the book?
I love writing and I’ve spent most of my adult life in marketing. That’s the boring bit.
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Or maybe it’s a very expensive rucksack.
Generation Z, like all such cohorts assigned by sociologists, are, by definition, dangerously generalised and simplified. But just bear with this one foe a moment.
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You can’t have spent most of your working life in marketing as I have without believing that marketing is really pretty important.
Yet part of me, in sync with the mood of today, is wondering if marketing is all it’s cracked up to be and whether, sometimes, it isn’t just expensive Elastoplast sticking together and promoting defective product.
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The originator of the idea that creativity can give you an unfair advantage is Maurice Saatchi.
Now Lord Saatchi he lived this out in the way he and Charles, his brother, launched their agency Saatchi & Saatchi in the 1970s.
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If you have started your own business you could probably tell the rest of us what marketing is all about as you have already made the jump into territory demanding passion, insight and sheer bloody courage.
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Penny Hunt, one of the best advertising planners I know, said to me recently “do you think that the time we spent on marketing was actually like gift wrapping the product and at the same time concealing it?” She paused and added “would we do it like that now do you think?”
A resounding “yes” to the first’; a thunderous “no” to the second.
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