Yesterday I attended an Age Concern conference where the keynote speaker was Jeremy Bullmore. He is somebody who knows a thing or two about advertising being the past Chairman of both J Walter Thompson and The Advertising Association and non-executive director of WPP.
His keynote address was a marvellous example of how to distil the essence of your argument into a few words and to convey them in an amusing and powerful way. I suspect that some of the audience were expecting him to provide a paint box full of tricks and techniques for engaging the allusive 50+. What was his advice? Four things. Media selection is important; see the world through their eyes, treat them as people and don’t be surprised if they don’t differ too much from other members of the human race.
Why does it take 35 mins to say that? It is the difference between conveying information and understanding. The first you can do in an e-mail, the latter is just a jot harder. I hope the rest of the audience enjoyed it as much as me. Dick Stroud www.20plus30.com
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