Hyperventilating with Lord Carrington

Everyone associates Saatchi & Saatchi with Mrs Thatcher and the Conservative Party, but in fact Garland Compton, in the days before it became Saatchis, pitched and won the business in the run-up to one or other of the previous 1974 elections. Both were effectively won by Labour, so it’s not surprising that there’s no residual memory.

But I recall the pitch. It was one of the most frightening experiences of my life. The great and good of the party, led by the terrifying Lord Carrington, were lined up in front of me, waiting for my words of wisdom. I hyperventilated, scarcely able to get a word out.

How on earth did we win the work? I've no idea.

Afterwards, I told one or two people what had happened to me and got consistent advice, best summed up as: ‘You’d probably be better off not doing presentations. Stick to what you’re good at, whatever that is.’

Of course, that made me determined to get better at presenting – and at dealing with my nerves in such scary situations.

Mrs Thatcher and Mr Whippy

Having myself worked on innovation and marketing in ice cream for so long, it came as quite a shock to discover in the broadcast of Margaret Thatcher’s funeral that she was involved in the development of Mr Whippy soft ice cream.

Of course, one knew that before she was a politician she had been a research chemist at Oxford University. After Oxford she had joined the R&D department of J Lyons ice cream (now part of the Nestlé food giant). 

Soft ice cream itself had originated in the USA before the Second World War. What she and the team at Lyons did in the late 1950s was to discover how to pump extra air into ice cream. Lyons Maid launched Mr Softee and Wall’s (Unilever) responded with Mr Whippy, which rapidly became market leader in Britain.

It transformed the market – in take-home ice cream as well as in van sales.  

Not so many political leaders can have had a grounding in practical innovation.

Creating wealth: getting back to basics

Lunch yesterday with an old friend, the brilliant Australian winemaker, Julian Castagna (left).

He has always been uncompromising in his pursuit of excellence – that’s why his wines are so highly regarded. In recent years he has pioneered the introduction in upstate Victoria of traditional Italian grape varieties to Australia – a market still swamped by shiraz and chardonnay.

We reminisced about a campaign we worked on together (in previous lives) in the late 1970s for the Institute of Directors in London. We’d been hired by the then Director-General, Jan Hildreth, to communicate to the Great British Public that, in order to pay for public services – education, health, defence etc – the taxes that paid for them were only generated from continuously created wealth. And that the only way to create wealth was to sell goods and services profitably.

We didn’t pursue the project when Mrs Thatcher’s Conservative Party co-opted the thinking into the core of its 1979 campaign – the one that swept her into power – and then into all the changes that kick-started the British economy again through the 1980s.

I keep thinking that we might usefully resurrect it now. People do seem to have lost the plot again, not least our Conservative/Lib Dem government in Britain. They appear to know that getting the economy moving ahead is top priority.

But liberalising the planning laws as the main event? I don’t think so. The answers lie in substantially greater incentivisation and reduced bureaucracy for entrepreneurs and innovators.