Make Marketing History

The views of a marketing deviant.

Wednesday, March 03, 2010

The Stop/Start 10 Commandments.

I've seen this video referred to as a rant. It's not, it's six minutes of distilled, passionate wisdom. A man I'd never heard of, but would love to meet, spelling out some home-truths for his industry. Home-truths that are applicable to any business.

1) Start Telling The Truth
2) Stop The Politics
3) Start Having Fun Again
4) Stop Overthinking Things
5) Start Doing Something
6) Stop The Incessant Research
7) Start Doing Good
8) Stop Banging On About Digital
9) Start Ups Again Please
10)Stop Using Animals In Commercials

All very telling, but not as telling as the fact that audience didn't applaud each and every point as he made them.

14 Comments:

Blogger Charles Frith said...

I don't remember his name but he worked for Pat Brett of Saatchis in Bangkok on P&G regionally.

It's not a rant at all. Americans are so used to varnish that unvarnished comes across as aggressive.

10:13 AM, March 03, 2010  
Anonymous peggy said...

awesome.

"[...] not jwt". hahaha.

12:24 PM, March 03, 2010  
Anonymous peggy said...

did he say "we do not need to go and get some sort of validation from a busine... postman or a bus driver or a housewife". :)

12:34 PM, March 03, 2010  
Blogger john dodds said...

@Charles - his name is Sean Boyle (as indicated on the video)

@Peggy he did indeed - and didn't even say mailman for a NY audience. Crazy ad guys!

12:37 PM, March 03, 2010  
Blogger peggy said...

john, i think the conference took place in sf. and i also think he is global planning director at jwt. but i could be wrong on that. either way, i love his words. that stop animals in commercials is some sort of trick hes palying on the audience for a happy ending. haha. love it.

1:08 PM, March 03, 2010  
Blogger john dodds said...

They have mailmen in SF too.

And I think he should have had a commandment that said Start Taking Photos Of Monkeys On Trikes, rater than the slightly lame Start Ups commandment.

1:12 PM, March 03, 2010  
Blogger peggy said...

didnt say they wouldnt have mailmen in sf john. everything okay? you come accross as slightly grumpy today :)

you want to enlighten me what kind of problem you got with the start up commandment? also, what kind of metaphor is your monkeys on trikes remark?

1:19 PM, March 03, 2010  
Blogger john dodds said...

It doesn't scan.

And the metaphors are endless - silliness, difference, play etc etc.

3:31 PM, March 03, 2010  
Blogger peggy said...

it doesnt scan? still pretty foggy around here.

play. for sure.

3:47 PM, March 03, 2010  
Anonymous northern said...

Simply excellent

1:09 AM, March 04, 2010  
Blogger Robert said...

Would your opinion change if I told you I've worked with Sean in 2 different companies and also had a start up with him called Further?

Sean is very, very smart - bar his desire to be Bono - and one of the best writers I've ever read, but sadly given the last 3 agencies he chose to work for were Saatchi, Y&R and now JWT, he needs to make sure some of these rules happen or his undoubted brilliance will be viewed as more academic than practical.

Saying that, he gave one of the greatest put downs I've ever had the pleasure to read so he will always be alright with me.

3:30 AM, March 04, 2010  
Blogger john dodds said...

How far did Further get?

4:14 AM, March 04, 2010  
Blogger Charles Frith said...

I missed the guys name in my feed read but I hasten to add that Pat Bret is also famous for saying "we're here to drink piss, play golf and eat pussy"

Which clearly isn't rocket science.

6:54 AM, March 04, 2010  
Blogger Marcus Brown said...

If only.

12:53 AM, March 10, 2010  

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