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Sir Martin Sorrell (born 14 February 1945, London, England) is an English businessman and the chief executive officer of WPP Group.
He has served in that role since he started the company.
A price promotion advertisement, for example, will contribute nothing to the worth of the brand; indeed, it may actually devalue it.
Online advertising can be exceptionally effective at triggering immediate action; but research studies reveal it to be far less effective than traditional mass media at building and nourishing brands over time; though not, it’s important to emphasise, at the expense of immediate sales.
They wouldn’t have used the word brand because in those days only washing powders were brands but they would have known from their own besotted feelings for the car – and from lengthy conversations with its owners – that for a two-dimensional printed image to convey the heady appeal of this multi-dimensional car, something called artistry was an absolute necessity. There must have been a writer and an art director who, almost certainly elliptically, perhaps even poetically, conjured up the words and the pictures that conveyed the power, the beauty and the downright drama of what, prosaically, was just an extremely expensive motorcar.
The car in the advertisement that Len Heath saw and the car that, 30 years later, Len Heath bought would, physically, have been very different.
I protested – my office was no more than 10 minutes’ walk away – but Len insisted. It was a shining, stunning, elegant, arrogant, latest-model Aston Martin. Its intention would have been to reinforce the facts and feelings about Aston Martin that already existed; to increase its wantability; and so to sell as many Aston Martins as possible, both immediately and forever: while never seeming desperate to do so.
It was the first time I’d been inside an Aston Martin and it didn’t disappoint. The client and their agency would have known that only a tiny proportion of individuals could afford an Aston Martin so they must have considered running an exclusively direct mail campaign.
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