Now there's a simple, very simple, solution to the myriad Top-Down-Management scams going on at the moment.

And just think of all the money you could save!

Don't you think that it's time to teach these Top-Down-Management people a lesson? Think of the damage they are doing to you and your Brands, to the very concept of trust and the building of relationships. Additionally there would be the tremendous Public Relations benefits to you, the advertiser, taking the side of your customers and doing something about the appalling Top-Down-Management Media shenanigans.

Plus the fact that they are already abusing the fledging interactive capabilities of the networks, and you most certainly do not want them to do that, interaction is where YOUR future is

O.K? Then let us review some of the latest Top-Down-Management gaffes,
all of them media/advertising related in one way or another!

One: There's the Conrad (whoops - sorry) Lord Conrad Black fiasco where they were described as "$60 million thieves wearing ties". Lord Conrad
Black was compared to a bank robber, accusing him of "a money grab" at his newspaper empire. Lord Black faces up to 101 years in jail and $164 million in fines if convicted of fraud, money-laundering, obstruction of justice and
racketeering!

Two: It was reported that Tessa Jowell, the Culture, Media and Sport Secretary expressed fury over the Premium-Rate Interactive Phone-In fiasco. She also felt that they must never forget the level of trust that people hold in Public Service Broadcasters"...and you lose that trust and confidence at your peril"!!


Incidentally Ofcom has said that an inquiry is to propose recommendations on "actions necessary to restore confidence and trust".

May we ask what about a prison sentence for Top-Down-Management?

Programmes that have been caught up in the premium rate phone scandal include ITV1 primetime show 'Dancing on Ice', BBC One's 'Blue Peter' and Channel 4's 'Richard and Judy' as well as a number of others.

The Ofcom investigation will also weigh up the benefits and risks to broadcasters in the use of premium rate services in programmes and look at the respective compliance and editorial responsibilities of broadcasters, producers and telecoms network operators.


Three: Ofcom is to consider whether BSkyB, the satellite broadcaster,
should be broken up or separated into two distinct units as part of a
competition inquiry into the pay-television market. Sky already faces a ministerial investigation into its £940 million purchase of a 17.9 per cent stake in ITV.

Four: Television watchdogs are to take action against ITV, Channel 4, and other broadcasters who turn up the volume when adverts come on. Deafeningly loud T.V. adbreaks has been a long-standing concern
of consumers despite denials. However it was found that the soundtracks of some ads on ITV had been artificially treated to make them stand out!

Five: The libel case bought by Sir Martin Sorrell, the Marketing Tycoon.
Sorrell was described as "the wealthy chief executive of the WPPMarketing Group who paid, not so long ago, his ex-wife in excess of £20 million in a divorce settlement.

There are several disturbing features about these appalling Top-Down-
Management incidents. The huge sums of money involved came about
through massive advertising/marketing expenditures.

The arrogance demonstrated by TDM is truly amazing. It, yet again, shows
how they have depersonalised and dehumanised the whole of the
Advertising/Marketing/Media world, and totally neglect the most important
person in their world, your customers and their viewers!

Not surprisingly, your customers know and understand what's going on,
they understand that all of this money is a brand tax, which they pay for
each and every time they buy one of your products.

So when they read/hear all of this scurrilous behaviour it is another nail in
your coffin Mr Client. And that is why you should set them an example and
remove all of your advertising from television..Just for two weeks because
that will give them a fright.

Then ask them to really explain what interactive communication is all about,
because when you commence implementing interactive advertising
"Events" that's when you will win...big time.