Don't be 'brave', just be authentic
Jeremy BullmoreWPP
Marketing directors can earn a reputation for courage while simultaneously minimising risk, suggests Jeremy Bullmore.
It continues to defeat me why advertising agencies so persistently urge their clients to be brave.
When Yes Minister's Sir Humphrey Appleby congratulated Jim Hacker on the courage of his decisions, it was clear to everyone (except Jim Hacker) that being brave to a civil servant meant taking an unnecessary risk that was predictably certain to backfire.
In much the same way, when clients are urged by their agencies to show courage in their...