By Jeremy Bullmore
Contributor note: Martin Sorrell (Foreword by)
Apples, Insights and Mad Inventors is a set of undying, thought-provoking observations on a number advertising concerns from one of many industry's best-known names - Jeremy Bullmore. lots of the items initially seemed within the annual experiences of WPP, whereas others have been the root for convention keynote addresses.
With themes starting from patron administration and model administration to approach and product improvement, and resources of concept as diversified as Posh Spice and Benjamin Franklin, this pleasing and enlightening booklet is vital interpreting for any communications specialist.
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Extra info for Apples, Insights and Mad Inventors: An Entertaining Analysis of Modern Marketing
As marketers, we take them all seriously, pay more than lip-service to the concept of integrated communications and strive hard to see that the signals that each activity 36 Why Every Brand Encounter Counts sends out are consistent, coherent and complementary. All these activities, diverse as they are, have much in common. They are all planned, paid for and executed by the brand’s owners. Control, of both quantity and content, lies with the company. They are all transmissions: broadcast from the company to its consuming public.
And so it is always bound to be. It is no good instructing Time-and-Motion Man to install procedures designed to optimise idea production on schedule and within budget. As Schumacher, Handy, and the chief executives of marketing communications companies know only too well, that is not the way that ideas happen. Increasing the quantity and quality of ideas is partly about recruiting a Mad Inventor or two – and at least as much about creating an environment in which Mad Inventors are honoured. Commercial communications companies – advertising, design, public relations – are unusual.
The WPP annual report and accounts for the year 2000 contains approximately 7,500 numbers. They attempt to do far more than comply with the company’s legal and fiduciary obligations. They strive to convey, with forensic accuracy, the anatomy of the business that its shareholders own; its scope; its competitive performance; its 80-plus component parts; and all this broken down by region and discipline. 50 The Clipboard and the Copywriter It is absolutely no criticism of these figures, nor of those who painstakingly compiled and audited them, to say that, while they accurately quantify the bone-structure of the company, they fail almost completely to evoke its essential character.
Apples, Insights and Mad Inventors: An Entertaining Analysis of Modern Marketing by Jeremy Bullmore