1990. My first (real) job: selling recruitment ads for Inside Housing magazine. Cameroon were making a big noise at the World Cup. Thatcher was in power. We could smoke at our desks.
2014. Germany are football champions again. I still sell ROI but now build bespoke, solutions-based packages around conversations, to help partners ‘add value’, ‘gain traction’, ‘leverage assets’. I position clients as thought-leaders and provide ‘multiple marketing touch-points’. I ponder clicktivism, Klout, discoverability, bang for bucks. I agonise over hashtag optimisation.
The future is here, with bells on. I’m looking forward to the next quarter century; disrupted, exhilarated, smoke-free.