Now I spent 20 years as a marketeer in the telecoms industry heading up numerous activities in sponsorship, PR, dealer and channel management, promotions, literature and PoS, digital activity, website development, corporate hospitality, events and exhibitions, and, not least, advertising. I say not least because advertising usually attracted the largest share of a company’s marketing budget and yet it happened to be the least likeable element of the marketing mix for me. Probably because my personal control was somewhat subjugated by the influence of the expensive advertising agency we usually employed. And they worked hard to keep the whole subject of advertising a dark art only capable of being understood by their extensive team of creatives, media planners, media buyers, client liaison people (bag men and mostly sassy women), talent negotiators, and senior exec’s who only surfaced when it was contract renewal time or when you were being critical of the agency’s work. And then they had a secret hotline to your MD.