The Last Hurrah – Drayton Bird

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The Last Hurrah – Drayton Bird

Here’s what these two days will give you:

Direct Marketing defined – where it fits into business and why you need to understand it.

Why most marketing is totally stupid

 – shocking global research revelationsnnThe only three questions your customers give a hoot about. (Few marketers even try to answer them – so fortunes are pissed away)nnHow to be a complete marketer: 12 marketing disciplines you should understand: most businesses struggle with just one.nnUpside down marketing lunacy: why people persist in getting things in the wrong order.nnThe Absolute Essentials of Creative.nnHow to:

• • Manage your time.

• • Plan your creative better.

• • Brief others (or yourself) better.

• • Think up better ideas.

• • Write better.

• • Judge design better.

• Evaluate stuff better – before and after.

… with lots of ideas to steal.

15 things I did to make a million or two – starting from minus zero

nnMy partners and I were stony broke. I owed so much I was using a false name. In under four years we were the UK’s biggest direct marketing agency. In exactly seven years eleven months I sold to Ogilvy and Mather. Then …nn… my life with OgilvynnThe secret he told me at Claridges – The day we made a video – The Ogilvy approach to Christmas – When I asked about his mistakes – The fateful phone call – The garden party – “I may not be a great lover but …” – His fear of Leo Burnett … and what he said to Hallmark cards – Selling ads in Helena Rubinstein’s bedroom – “Your beautiful car” – What he said about Martin Sorrell – The scent of a whore’s boudoir – My mistake, said he – Rosser Reeves’ Dirty trick – “What do you actually do, Drayton?”nn

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