Using advertising to orientate your organisation

David Golding

This paper assesses the potential impact of advertising in motivating staff and uniting them behind the aims of a business.

Using Advertising to Orientate Your Organisation

David GoldingRKCR/Y&R

The Lancaster Bomber has been famously described as 10,000 rivets flying in close formation. As well as capturing the essence of this great and heroic airplane this is a pretty apt description of many organisations. Many a CEO must have felt a like a mini-Guy Gibson as he or she bravely tries to pilot all their staff, suppliers and partners in the same profitable direction. Anything that can make this formation tighter, more committed and more manoeuvrable has to be a good thing.

But advertising is rarely front of mind as...

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