Despite what I'm afraid is a pretty crap online service, ft.com, especially compared to wsj.com, the FT Weekend print edition published on Saturdays is a gem. And this weekend they devoted several pages to profiling the marketing man with not only THE PLAN, but with a $6bn annual budget to deliver it with. Here are some clips to capture the flavour:
'Stengel took it upon himself (in late 2003) to give the marketing services industry a grade of C-minus - just above failure. "If this was one of my teenager's report cards, we would be having a heart to heart talk - more homework, less socialising, more tutoring, more commitment to improve!" he said.''As recently as the 1980's, with only 2 commercial channels in the UK, P & G reckoned it could reach 90% of consumers with just 3 TV commercials. Now it would take more than 1,000 for the same impact.'
'"We must accept the fact that there is no 'mass' in 'mass media' anymore."'
... and loads more in the same vein. I love it when the folks with money a) show the balls to change the game and b) are so clear about their philosophy.
Comments