Back in the early 2000s – when Mediolana’s CSO browsed the shelves of the world’s best-stocked bookshop and reached his own conclusions rather than relying on the oceans of subjectivity that constitute the body of reviews on amazon – his mind was consumed with the quotidian reality of the Social and Political Sciences (‘SPS’) tripos at the University of Cambridge, where the grim realisation that Weber first and foremost meant a legendary Teutonic theoretician and not a Croatia-born Belgium international striker ensured a tough undergraduate experience.
But his heart was already elsewhere. In his spare hours he would spurn the overtures of overpriced nightclubs and endless nocturnal frames at the pool table, instead becoming absorbed in business and marketing tomes authored by sages such as Jesper Kunde, Jonas Ridderstråle and Kjell A. Nordström; to him, guerilla marketing and the Fortune 500 became two sides of the same SDA Bocconi programme.
Now the hour has arrived when theory transmutes into practice, beginning with a humble WordPress header with more than a nod to the late-but-not-forgotten David Ogilvy. And with respect to the London 2012 circus and the stunning rear of the New Routemaster bus, something else of import really was happening in the world’s capital city.
So what was this event? Is the claim posited by the advertisement too bold – or not bombastic enough? And can ambient marketing get any more ambient? Stay tuned!