Director of anti-marketing
As a marketing-qualified copywriter, I often take a more in-depth interest in client projects. In the case of Do Something Different, a new online behavioural change programme, it’s spilled over into a new title and a new look.
The new title, Director of anti-marketing, reflects the strategy that we want people to discover the business. Rather than push marketing, we’re relying on the success stories, the positive experiences of Do-ers and the genuine innovative qualities of the delivery to create a surge of demand.
It’s already working, with a successful pilot project in West Norfolk leading to a major trial in the Netherlands and an interesting pilot with 8,000 employees in one of the UK’s highest profile businesses.
As to the new look, it was decided that for the launch at The Groucho Club in London, the Do-team would ‘bald up’ as a homage to one of our founding psychologists, Professor Ben Fletcher. That’s me, second from left. I’m all for doing something different, but it might not be something I take on to future meetings…