I like talking with smart people about how to help their businesses succeed. Who knows where these conversations may lead?

1. NEW CHALLENGES,
NEW OPPORTUNITIES
IT’S GOOD TO TALK!

4. Once upon a time in a land of
testosterone and telephones ...
... there lived a very assertive
and perceptive Media Buyer.

5. For 4 years he cut his teeth
Planning & Buying across all
media for his clients ...
... including a healthy dose of
Direct Response
(which stood him in great stead for later).

6. Great to be
part of the
best Media
Buying outfit
in town ...
... But
wanted to
mature into
a more
rounded Ad
Man
so ...

7. Asked for more ...
and along came ...

8. From ...
To ...
Via ...

9. He helped... By planning and
buying the first-ever
£1m UK Radio
Partnership with
Capital Radio’s “Flying
Eye”
Some called it
Sponsorship, he called
it a Partnership
... BA overcome the world’s
fear of flying after the Gulf
War by negotiating the first
Full Page Ad in every
National Newspaper on the
same day. The airline gave
away free flights to any
destination in the world
(and gained a 120,000
mailing list of customers’
ideal holiday destinations!)
... In coordinating the world’s first-ever ‘live’ Cinema Commercial for BA Club
Europe Romantic Breaks, by placing an actress in the cinema audience who
proceeded to have a romantic tiff with her on-screen two-timing boyfriend!
Long before Crowd-
Sourcing existed we
engaged other cinema-
goers into asking “How
did they do THAT?”
Long before Facebook we had
cinema-goers telling friends
what they’d just seen at the
cinema – and it was about an
ad they’d witnessed, not a film
they’d just seen!
And he negotiated this for free
because the Cinema Contractors
appreciated that it was a ground-
breaking way for cinema to
demonstrate that it could help
create massive brand awareness

10. ... By planning the
Communications
Strategy which
launched Toyota
as “The Car In
Front”
... By Out-thinking
other bigger car
brands because
we couldn’t Out-
spend them
... By over-delivering with stunning
and engaging strategic thinking
and planning ...
... By immersing himself in the
Client’s Business at an early stage
in the Brand Planning Process.
He helped

11. He ...
... Was selected as one of the Top 20 Managers to
attend the Saatchi MBA, hosted by the late, great
Marketing Guru Professor Peter Doyle
This had a profound effect on him, to
strive for the Holy Grail of ROI.
However ...

12. “Everything
changes and
nothing
remains still.”
Heraclitus
and after 9 exciting years ...

13. He joined YMG Carat for 18 months as
Planning Manager (for SmithKline Beecham),
Media Auditor (for Lloyds TSB), and
DRTV Strategist (for Churchill Insurance)

14. NEWS: YMG Carat reels
after SmithKline loss
29 March 1996
“YMG Carat has been rocked
by the loss of its £6m pounds
slice of Sterling Healthcare
work following SmithKline
Beecham’s decision this
week to centralise its £34m
pounds UK media account
into MediaCom.”
His experience and client-
handling skills were
appreciated so much by
SmithKline Beecham that
they ‘invited’ MediaCom
to hire him!
When fate took hold...

15. Promptly hired to take on the role of Strategic
Planning Board Account Director across the whole of
the SmithKline Beecham Portfolio
(which doubled in his time there to £70m billing).

16. He was the first person to recommend joining two different brand ads
together (a 20’ Hedex with a 10’ Andrews), to create a single 30’ TV
execution. TV viewers were none the wiser but he immediately saved SB
£250,000 in Buying Efficiency by understanding TV Cost Indices and
turning them to his Client’s advantage.
The logistics to make this happen were fun! The two ads were created
by two different Creative Agencies (Ogilvy & Mather and Grey)!
It worked, Client loved it, and the idea was copied by other brands.
AND WE WERE THE FIRST TO DO IT!

17. It was a time of no-nonsense FMCG Planning and he was
also asked to coordinate Best Planning Practices across
MediaCom’s European Network for SmithKline Beecham.
Whilst leading the team of 10 Planner-Buyers to ensure
that planning on the SB Account was second to none, he
also took on the role of Head of Training at the Agency.

18. All good, until ...
So he resigned, to set
up his own business
and work from home

19. A Consultancy to help Sales
Teams understand how to
sell more effectively!
Some said ...
had become

20. “Know the rules of
the game,
and help others
learn to do the
same!”
He disagreed ...

21. SIMPLES
“Make clients
feel special,
happy and
famous by
doing whatever
possible to help
them over-
deliver on their
targets.”

22. SMARTER
PLANNING =
BETTER
BUSINESS

23. So
What?

24. Marc Mathieu, Unilever,
Global SVP for Marketing
“Marketing used to be
about creating a myth
and selling, and now
it’s about finding a
truth and sharing.”
Eric Schmidt, Google,
Executive Chairman
“In a networked world,
trust is the most
important currency.”
Trust, Truth & Sharing ...

25. YESTERDAY’S GONE,
TODAY WE’RE LOOKING
FORWARD,
WHO KNOWS WHERE
TOMORROW MAY LEAD?

26. I like talking with smart people to
help their business succeed.
Who knows where this may lead?
My name is Martin Dale
My number is 0778 7171629
md_martindale@msn.com
IT’S GOOD TO TALK!
http://amvbbdo.com/work/campaign/bt/itsgoodtotalk/frustrated

27. NEW CHALLENGES,
NEW OPPORTUNITIES
Cheesy Grin to close!