What would Don Draper do? “People buy people first.”

What would Don Draper do? “People Buy People First”

As Creative Director, Don Draper is the hero of Mad Men, the now legendary US TV drama series, located in an advertising agency in New York City, in the last half of the last century.

Clients love him almost as much as his female fan club – well, this is Fiction, after all!

He says something either meaningful or memorable in every single episode.

(Reprise Fiction comment above)

Here is just one example: “What you call love was invented by guys like me to sell nylons.”

FYI: ‘Nylons’ was the generic name for ladies’ stockings for 25 years after the end of World War 2, until they were made obsolete by ‘Tights’.

Times change but Human Nature remains the same, as Don Draper might have said – but didn’t!

Go onto Google and watch his presentation to KODAK on You Tube for the launch of their new ‘Carousel Projector.’

It is a totally brilliant episode including an exemplary new business presentation, which is a joy to watch, quietly aspirational and also educational.

Don Draper renames what the Client predictably calls ‘the Wheel’ more imaginatively as ‘the Carousel’ and justifies it by attaching the idea to Nostalgia and then demonstrating it from his personal family album.

In real life, the late great marketing guru Peter Drucker said: “The best way to predict the future is to create it.”

This is what late great Steve Jobs did for Apple. But it is alweays easier said than done.

Don Draper was more pragmatic. He was a man of his time, making the most of what was available to him in his era. If he were here today, he would be making the most of digital media and social networking.

He would still be using traditional media like TV, Radio, Press and Posters.

He would be applying his energy to Experiential Marketing, because no one knew better than he that “People buy people first.”

Technology changes but Human Nature never does, remember?


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