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"David Brent is one of those people
who are described as "before their
time". When I first met him, [in 1972]
he had dragged a couple of tough guys in
the ad business into the era of Advertising
Planning, a move which helped them make
private fortunes and industry reputations
as their agency grew in leaps and bounds."
"Advertising research in those
days had a poor reputation - creatives knew
instinctively that there was no known way
to forecast behaviour on the basis of a
single exposure. You could sort out the
disasters but the potential for babies with
bathwater was enormous. Accordingly they
assembled their arguments against research
and attacked with vehemence any threat to
their creative wisdom."
"Imagine my surprise when I met
David solidly ensconced in the midst of
the enemy and having them vigorously support
his recommendations for research."
"How did he do it? To this day
I am not sure, but reading his reflections
on his career will certainly give you some
insights."
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