First of all, I’d like to apologize for my recent rant about T-mobile and their latest marketing effort. Not because I ranted (Lexiphania is still meant as my no-walls-no-restrictions writing platform) but because I used industry lingo, which must have made it mostly incomprehensible. So here’s a link which should go some way towards clarifying what above-the-line, below-the-line, and through-the-line, a.k.a. ATL, BTL and TTL, mean. Another recent term is before-the-line, which refers to strategy. But none of these have anything to do with BLT sandwiches and none are therefore likely to raise Jonathan Ross’s interest in the slightest. I’ll forgive if they don’t raise yours.
A confused serial dater by night, I’m also a multi-discipline creative by day. Of those, my favourite discipline is experiential, because it draws on all others, and because it allows intelligent interactions between brand and consumer. I love my job, but I’m more of an idealist than your average marketer. I like to think that it makes me a better creative. I like to think that dreaming is a good thing, and I do have big dreams of marketing actually working for the greater good. Yes, that sometimes makes me laugh too. But Cohen and Greenfield, founders of Ben & Jerry’s Ice Cream, have proved that a “values-led” business philosophy is not only possible, but profitable. (Incidentally, they built their brand through BTL experiential activities, such as Free Cone Day and Sundae on the Common. Because it works.) They also believe that business, rather than politics, can bring change to the world, and I tend to agree. And all working in marcomms, including little me, as the voice of business, have a role to play in the grand scheme of things.
That’s where I want to be anyway, whilst I wait for the Zeitgeist guys to design a brave new world. Anyone with me?