Tuesday 15 April 2008

Open mail

A large mailing pack arrived this morning from the RSPCA, and it’s asking for money. I'm not a member, I've never given them anything, and it’s not even addressed to me. So it has all the hallmarks of ‘junk mail’. Except …

On the back, in reassuringly large type, it has the following message:

"This letter has cost just 11p to print and send to you: not everyone
will respond to it, but it is one of the best ways we have of finding new animal-lovers to help us. Don’t throw this away – please support the RSPCA."

Please would every copywriter in the English language note the brilliant simplicity and importance of this message. Please would every client contemplating the use of unaddressed mail, take note, and incorporate similar concept in their own marketing.

Maybe there is hope after all for the idea of environmentally sustainable direct mail.

Monday 14 April 2008

Terminal thinking

How could a massive project go wrong so unexpectedly? One day, perhaps, we will understand why British Airways (BA) managed to make such a mess of the launch of Terminal 5 (T5). Until then, I have a theory …

Thousands of people worked on this project for years. The whole thing was tested, using members of the public, in advance of the launch. What did they miss?

And then I read a profile of the Chief Executive, Willie Walsh, in ‘The Economist’. It talked about how important T5 was to him, how often he referred to it, and how he knew, to the hour, how much time remained before launch.

Now I had my theory. Something in the culture of BA translated the CEO’s message about the critical importance of a project, into a corporate refusal to accept any bad news about it. I am certain that within BA, a lot of knowledgeable people knew very well that the launch was likely to fail; believing that failure was not an option, they had decided to keep quiet.

It’s a tough challenge for a leader. How do you show strong leadership across a massive organisation, whilst allowing time and space to hear clear messages coming back the other way?