The future isn’t what it used to be!Colin Lewis

So you want to have a career in Marketing?

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Here is my take on how to succeed

in today’s world based on over 20

years experience

What did the old guys do?

Rule #1Look Back

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A history of advertising…the context

David Ogilvy• How to Manage an Advertising Agency

• How to Get Clients

• How to Keep Clients

• How to be a Good Client

• How to Build Great Campaigns

• How to Write Potent Copy

• How to Illustrate Advertisements and Posters

• How to Make Good Television Commercials

• How to Make Good Campaigns for Food Products, Tourist Destinations and Proprietary Medicines

• How to Rise to the Top of the Tree

• Should Advertising Be Abolished?

Rule #2

The old ways are fallingInformation is freeInvent your own

Procter and Gamble Executive: Neil McElroy

• 1933: McElroy wrote a memo outlining the new position of "Brand Man," establishing the discipline of brand management.

• The system defined how P&G managed competing brands to dominate categories from detergent to shampoo.

• McElroy later became P&G president and served as secretary of defense under President Eisenhower.

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Pat Weaver - NBC

• In the 1950s, TV was run like radio, with sponsors producing and controlling their own programs.

• Pat Weaver argued that networks should produce the programs and sell commercial time to advertisers.

• He introduced the concept of selling airtime to advertisers on TV

• This then became the 30 sec ‘staple’ length

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Get Techy

Rule #3

Confused.com? current marketing software available

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Source: Scott Brinker Martec blog

Rule #4“Sums”

Rule #5

Source:

William T. Moran

‘The Great Marketing Revolution’,

February 1956

Rule #6: Learn how to write And speak

Become an Apprentice

Rule #7

Get reading. Go wide. Go deep..

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• Learn how to learn

• Learn to love learning

• Then a master + expert