FAIL: Direct Marketing Taught Me Everything Advertising Couldn't

In this mini series where we take a look back to our guest's mistakes they have shared, we have Patrick Collister's marketing mistake.

Everyone makes mistakes in their marketing careers, but few are willing to discuss them openly. In this refreshingly candid conversation, our guest reveals how a seemingly catastrophic career move - joining a French-owned direct marketing agency as creative director – became an unexpected turning point in their professional journey.

The position seemed promising on paper, but reality proved harsh. Billed at £1,000 per hour, Patrick found themselves in the peculiar position of being too expensive for account directors to utilise in client meetings. "Not a single account director wanted me to go to a single meeting with their clients because I was going to massively damage their numbers," they explain. This structural dysfunction made success impossible, leading to termination after about a year – "a blessed relief to both parties."

What makes this story compelling isn't the failure itself, but the unexpected benefits that followed. This career detour exposed our guest to direct marketing precisely as digital transformation was revolutionising the field, turning what was once dismissively called "folding shit" into the foundation of modern advertising. "If you haven't got a URL and if there isn't a whole series of consumer experiences that comes out of your communication, then you're a bloody idiot," our guest notes, highlighting how direct marketing principles have become fundamental to all effective advertising.

You can listen to Patrick's full episode here

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