If you’re a Mad Men watcher, one of the new story lines a couple episodes back was the possibility of a new account for the fledgling ad agency, Sterling Cooper Draper Pryce. Jaguar was part of the story line as the agency principles wined and dined (and then some) that car company’s account manager.
It turns out that the real modern-day Jaguar had no idea this was coming. In fact, the now-classic Jaguar XKE was at the center of a “strategic conversation” over a dinner on the show when ad guy Don Draper described the sports car as “pornographic.”
Last week, a modern-day Jaguar spokesperson commented, “We did not have any role in the creation of the Jaguar brand storyline… though we did enjoy seeing the Jaguar brand make a cameo.” I’m sure they did.
Sometimes the law of unintended consequences works in your favor. And that got me thinking about what it would be like if Sterling Cooper Draper Pryce got a new client – broadcast radio. And the assignment was to take a product that everyone knows and virtually everyone uses, and breathe some life into it.
How would Don Draper, the key creative force at this ‘60s ad agency, leverage radio’s fundamental value, even though his martini-drinking environment seems like a century ago?
To “channel” Don Draper, I’ve used some of the actual conversation, pitches, and strategy meetings that have occurred on Mad Men to come up with a facsimile of just how he might have handled this tough new account. I’ll ask the questions and he’ll provide the answers:
Me: There’s been a lot of change going on in the past year, and it’s been difficult at times for the radio industry to navigate.
Don Draper: Change isn’t good or bad. It just is.
Me: True, but a lot of people are saying bad things about radio, including things that just aren’t true.
DD: If you don’t like what’s being said, change the conversation.
Me: OK, but when it comes right down to it, we have to determine how an advertising campaign for radio might sound. What is it that radio does for people and how can we best communicate that in our marketing?
DD: Advertising is based on one thing – happiness. And you know what happiness is? Happiness is the smell of a new car. It’s freedom from fear. It’s a billboard on the side of the road that screams reassurance that whatever you are doing is okay. You are okay.
Me: Well, I’m not sure we have money in the budget for billboards, but I hear where you’re going. It occurs to me that radio might be dogged by a lot of people on the inside of the business and even on the air who have become jaded, disenchanted, or just going through the motions. What do you say to them?
DD: You are the product. You are feeling something. That’s what sells.
Me: Because radio has been around for a long time, can we play on the fact that most listeners have grown up with it? Is there something there?
DD: This device isn’t a spaceship – it’s a time machine. It goes backwards, and forwards… it takes us to a place where we ache to go again. It’s not called the wheel – it’s called the carousel. It lets us travel the way a child travels – around and around, and back home again, to a place where we know we are loved.”
Me: So, control the messaging, deliver happiness, passion. We need a campaign that does all those things, right?
DD: Leave some tools in your toolbox.
Me: Got it. So, it sure feels like radio and SCDP are onto a great long-term partnership.
DD: The day you win a new client is the day you start losing them.
Me: Yes, I know that story well. So any final words for radio – maybe that one piece of Don Draper bravado that we can use in our dealings inside our stations and with the ad community?
Me: Good advice for radio. Thanks, Don. See you Sunday night.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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I had 2 thoughts when reading this.
1.) Mad Men is a terrific. Too bad Radio “markets” like the world depicted on the show still exists.
2.) I ran the same thought experiment and Draper told me “It’s 2012, why the hell are you asking a 1960s ad guy for marketing advise?”
Now, gimme a carton of Luckys and a bottle of Canadian and I’ll come up with 10 more by 5pm.
–word
Jeff, radio could use a dry martini and a mind like Draper’s. He may be part of a world that’s 50 years gone, but the writers on that show are definitely writing for the here and now. Thanks for your witticisms, as always.
Nice. Have you seen the BBC show “The Hour” yet? It’s like “Madmen” but with better writing (if that’s possible).
One of the best media quotes I ever heard came from this show. When Hector Madden (Dominic West aka: The Wire’s McNoltie) asks producer upstart genius Freddie Lyon how he has insight and comes up with the most poignant questions to ask interviewees, Freddie responds: “The problem isn’t knowing of the right or wrong questions, the real issue not being afraid of the answers.” (paraphrase)
Absolutely brilliant.
I read an article about “The Hour,” but have not seen – it’s on the list. Thanks to DVRs. Appreciate the heads-up, John, and the note.