new challenges, new opportunities, good to talk
TRANSCRIPT
NEW CHALLENGES, NEW OPPORTUNITIES
IT’S GOOD TO TALK!
Once upon a time in a land of testosterone and telephones ...
... there lived a very assertive and perceptive Media Buyer.
For 4 years he cut his teeth
Planning & Buying across all media for his clients ...
... including a healthy dose of Direct Response
(which stood him in great stead for later).
Great to be part of the best Media
Buying outfit in town ...
... But wanted to
mature into a more
rounded Ad Man
so ...
Asked for more ...
and along came ...
From ...
To ...
Via ...
He helped ... By planning and buying the first-ever
£1m UK Radio
Partnership with Capital Radio’s “Flying
Eye”
Some called it Sponsorship, he called
it a Partnership
... BA overcome the world’s fear of flying after the Gulf War by negotiating the first
Full Page Ad in every National Newspaper on the same day. The airline gave
away free flights to any destination in the world
(and gained a 120,000
mailing list of customers’ ideal holiday destinations!)
... In coordinating the world’s first-ever ‘live’ Cinema Commercial for BA Club Europe Romantic Breaks, by placing an actress in the cinema audience who proceeded to have a romantic tiff with her on-screen two-timing boyfriend!
Long before Crowd-Sourcing existed we
engaged other cinema-goers into asking “How
did they do THAT?”
Long before Facebook we had cinema-goers telling friends what they’d just seen at the
cinema – and it was about an ad they’d witnessed, not a film
they’d just seen!
And he negotiated this for free because the Cinema Contractors
appreciated that it was a ground-breaking way for cinema to
demonstrate that it could help create massive brand awareness
... By planning the Communications Strategy which
launched Toyota as “The Car In
Front”
... By Out-thinking other bigger car brands because we couldn’t Out-
spend them
... By over-delivering with stunning and engaging strategic thinking
and planning ...
... By immersing himself in the Client’s Business at an early stage
in the Brand Planning Process.
He helped
He ... ... Was selected as one of the Top 20 Managers to
attend the Saatchi MBA, hosted by the late, great Marketing Guru Professor Peter Doyle
This had a profound effect on him, to strive for the Holy Grail of ROI.
However ...
“Everything changes and
nothing remains still.”
Heraclitus
and after 9 exciting years ...
He joined YMG Carat for 18 months as
Planning Manager (for SmithKline Beecham), Media Auditor (for Lloyds TSB), and
DRTV Strategist (for Churchill Insurance)
NEWS: YMG Carat reels
after SmithKline loss 29 March 1996
“YMG Carat has been rocked
by the loss of its £6m pounds
slice of Sterling Healthcare work following SmithKline Beecham’s decision this
week to centralise its £34m
pounds UK media account into MediaCom.”
His experience and client-handling skills were appreciated so much by SmithKline Beecham that they ‘invited’ MediaCom to hire him!
When fate took hold...
Promptly hired to take on the role of Strategic Planning Board Account Director across the whole of
the SmithKline Beecham Portfolio
(which doubled in his time there to £70m billing).
He was the first person to recommend joining two different brand ads
together (a 20’ Hedex with a 10’ Andrews), to create a single 30’ TV
execution. TV viewers were none the wiser but he immediately saved SB
£250,000 in Buying Efficiency by understanding TV Cost Indices and
turning them to his Client’s advantage.
The logistics to make this happen were fun! The two ads were created
by two different Creative Agencies (Ogilvy & Mather and Grey)!
It worked, Client loved it, and the idea was copied by other brands.
AND WE WERE THE FIRST TO DO IT!
It was a time of no-nonsense FMCG Planning and he was also asked to coordinate Best Planning Practices across
MediaCom’s European Network for SmithKline Beecham.
Whilst leading the team of 10 Planner-Buyers to ensure
that planning on the SB Account was second to none, he also took on the role of Head of Training at the Agency.
All good, until ...
So he resigned, to set up his own business
and work from home
A Consultancy to help Sales Teams understand how to
sell more effectively! Some said ...
had become
“Know the rules of the game,
and help others learn to do the
same!”
He disagreed ...
SIMPLES
“Make clients feel special, happy and famous by
doing whatever possible to help
them over-deliver on their
targets.”
SMARTER PLANNING =
BETTER BUSINESS
So
What?
Marc Mathieu, Unilever, Global SVP for Marketing
“Marketing used to be about creating a myth and selling, and now it’s about finding a truth and sharing.”
Eric Schmidt, Google, Executive Chairman
“In a networked world, trust is the most
important currency.”
Trust, Truth & Sharing ...
YESTERDAY’S GONE,
TODAY WE’RE LOOKING FORWARD,
WHO KNOWS WHERE
TOMORROW MAY LEAD?
I like talking with smart people to help their business succeed.
Who knows where this may lead?
My name is Martin Dale
My number is 0778 7171629 [email protected]
IT’S GOOD TO TALK! http://amvbbdo.com/work/campaign/bt/itsgoodtotalk/frustrated
NEW CHALLENGES, NEW OPPORTUNITIES
Cheesy Grin to close!