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Left Field

I find myself once again moved to speak out against another piece of 24 carat nonsense – this time in the shape of the PIRC report into the ethics of advertising: "Think of me as evil?" .
At a US conference on the future of communications a week ago I heard those oft-repeated words that increasingly lead me to froth at the mouth, but generally get heads nodding in autonomic acquiescence: "the internet changes everything".
Every now and then I come across 'learned' marketing papers that are so wide-of-the-mark that I feel compelled to speak out.
As I whiled away the hours at Brussels Midi station waiting in hope and in confusion for a Eurostar train to get me back to London, it became clear that the law of unintended consequences was at work.
I remember attending one of Professor Andrew Ehrenberg’s seminars many years ago: I was mesmerised by his somewhat curmudgeonly delivery, the professorial German accent and the frequent references to his favoured hypothetical brands Bingo and Bango.
The Chinese philosopher Lao Tse is supposed to have written that 'a journey of a thousand miles must begin with a single step'.
I was recently reminded at a speaking engagement in Slovenia that success is a dangerous thing in many ways.
First a big thank you for the encouraging comments to previous posts– much appreciated. I'm prompted to post once more on the subject of pre-testing by two recent events.
From the response to my last post it would appear that not all of the market research community is convinced of the need to improve pre-testing techniques – evidently perfection already exists.
I'm planning - with your help - to use the Warc database to explore current hot topics. Each post will draw on new material appearing in the archive that I think may be interesting and relevant.