Especially now with LOST off the air, I’d have to say that AMC’s Mad Men is my favorite TV show. I love the nostalgic look at the 60s, at Madison Avenue, and the extremely deep character developments. And, of course, there’s plenty of smoke, drink and sex to make you question when the sexual revolution truly launched. Even so, I’ve found myself in just about every episode learning a pretty practical lesson in how to truly be a marketing leader today. Let’s face it: Don Draper is the man.
So, without further adieu, I give you what should become a weekly series for 13 weeks or so: Man Men Marketing. I’ll break down the one big takeaway idea that I think is relevant for us marketers today. For those of you who watch the show, I think you’ll really enjoy this. For those who don’t, I think you could still find some good points. Or, of course, you could always just skip this post. Enjoy – bd
Episode 401: Public Relations (originally aired on July 25, 2010)
Ahh, how nice is it for Don and the boys (and gals) to be back? When we last saw the gang, Don was getting a divorce, a mutiny occurred at Sterling Cooper and we kinda felt like Season Four was where we’d all start things over again.
In true Mad Men fashion, the title of Public Relations can be taken at several different levels. Don starts the episode in an interview with Ad Age, an interview that doesn’t help the new agency out too much. Peggy births a brainchild for moms battling over a Thanksgiving ham in a store, attracting media coverage. And you could even stretch the meaning into how Betty and the Draper fam are getting along with their new in-laws.
Don Draper presenting to the Jantzen team
But the a-ha moment for me was at the very end. Don and team are pitching a campaign to Jantzen, a “wholesome two-piece bathing suit manufacturer” who doesn’t want to be seen as carnal in any way, even though they’re selling bikinis. You can tell from the beginning that Don thinks there’s a disconnect here (can you really be a wholesome bikini seller?). In the pitch, Don presents a somewhat risque and unique campaign. The Jantzen duo, predictably, balk at it, and Don essentially tells them to wake up and walks out. Sterling chases him down, tells him to calm down, and convinces him Pete is smoothing it over with the client. Don then turns back around and asks the Jantzen team to get out of the office. He’s leaving no room for repair.
I don’t think this is as spur-of-the-moment as it looks. Don knows a wholesome campaign isn’t going to work, and he refuses to put his name on something that doesn’t work. But he also sees an opportunity to make a statement. Not solely to the Jantzen team, but to the entire advertising community. Don wants to be known as the guy who fires clients.
Firing Clients Ain’t Easy
Could you fire clients? Are you convicted enough by your standards of excellence to stick by them before you stick by sure-thing business? This is bold and brash and risky and EXACTLY what we all want. It’s attractive (and not just to women).
Too many clients hire agencies or consultants to simply execute their ideas. They don’t go into it that way, but after they fail to give good direction, and after the consultant fails to set clear boundaries, the client knows nothing else than to play puppetmaster over the project.
The last thing Don is going to be is a puppet. The funny thing, though, is he’s able to leverage this situation for what I believe will be an even better position for the agency, thus leading to more business. The episode ends with Don sitting across from a Wall Street Journal reporter, and this time, Don’s giving the reporter what he wants; the good stuff. He’s creating the character, the persona.
So, what would Don Draper do? He’d fire clients and make sure everyone knew about it.
Can you do that?
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