WIN The Full Don Draper Experience – and we don’t mean his suit!
April 13, 2011Posted by on
“Clients don’t understand their success is reliant on standing out, not fitting in.” – Don Draper.
We wonder what Don would have to say about our outstanding 10th anniversary giveaway of £3,500.00 worth of awesome Brownstone branding and web design to one lucky entrepreneur! To leverage the self aggrandisement and self-publicity aspects of the promotion, we’re going to get our social media network to help us find a winner. So – how can you win this fabulous prize? Simply visit our Facebook page and in a few well-chosen words tell us why your business – or a friend’s, should be awarded this fabulous prize.
If Don were judging – and looking at awarding the prize to one of Sterling Cooper Draper Price’s clients – who would he choose? And most importantly – what would his advice and execution be?
“No. Everybody else’s tobacco is poisonous. Lucky Strikes…. is toasted.”
Mad Men not only represents the social mores of America in the 1960’s, but also state of the advertising industry itself. Back then, there was no embargo on cigarette advertising and smoking was socially acceptable. The public were only just becoming aware of the health issues linked to smoking. At the start of the first season of Mad Men, management from Lucky Strikes come to Sterling Cooper seeking a ‘damage control’ campaign following a report in Reader’s Digest that smoking has been linked to lung cancer. Bad news for Lucky Strikes in particular and the tobacco industry in general but good news for Sterling Cooper. We can only imagine the Twitter campaign Don would have been running for Lucky Strikes had the internet been available to him as a tool back then.
In today’s world Sterling Cooper Draper Price would probably be Sterling Cooper Draper Price Harris, with Joan most likely in a Senior Account Director position as opposed to just running the secretarial pool and Peggy Olsen could well have replaced Don as Creative Director. The agencies and their clients may have changed for the better; and the media and tools we have at our disposal may have undergone a revolution, but the discipline – what makes a campaign or communications piece work remains the same now as it was back in the days when Don Draper look-alikes donned suits sharp enough to cut dollar bills and looked out across Mad Ave.
“Jacqueline Kennedy, Marilyn Monroe. Women have feelings about these women because men do. Because we want both, they want to be both. It’s about how they want to be seen by us, their husbands, their boyfriends, their friend’s husbands. Here’s the idea, very simply. The bra is called ‘The Harlequin’. In fit and form, it should be your very best. It comes in black. And white. Jackie. Marilyn. Same incredible fit, two different women. And the beauty of it is, it’s the same woman. Same model.”
This classic Draper quote has been used as an example of how the character has spent a great deal of time observing women. But it’s more than that. It reveals how much time the character has spent observing consumers. Don knows which buttons to push which is of course, what makes him so good at his job and his character so very believable. Don’s character was actually based on Draper Daniels, the former real-life Creative Director of Leo Burnett in the 1950’s and the man credited with creating the iconic Marlboro Man campaign. In a case of art imitating life, it is Don the fictional character, who has been named as one of the most influential men, rather than the real-life man who inspired his creation.
Today we have more tools than Don – but we still apply the same principles of understanding what engages your target market. We’ll be bringing that expertise to bear for the lucky recipient of our £3,500 giveaway so don’t forget to tell us which business should benefit and why – and yes, it can be your own.
In return – you’ll receive the full Draper experience. To quote Bobbie Barrett from the series: ‘Give me the full Don Draper treatment. I wanted it and I got it and it was even better than they said.’