It’s just that this particular flight was in order to pitch the Alfa Romeo
business. And I was the one managing it. Quite luckily my boss and the creative
director were both there already and we won.
I’d always put my miss down to sheer incompetence on my
part. But thinking about it after such a long gap, I wonder whether a
contributory factor was my disappointment with the creative work we were
presenting?
In automotive advertising there’s a basic print ad design
that (to this day) seems to be used by nearly every manufacturer in the
mistaken belief that it will make their product appear different, better,
special. I don’t think so.
You can still see it in magazines around the world. Shiny,
but bland. And interchangeable between brands.
What added insult to injury was that a couple of years later
we were forced by another carmaker to resign the Alfa business – and I had to
get on another flight to Milan to inform them.
Life in the fast lane.
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