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Media: A moment with Marquis.

Campaign

| August 04, 2006 | COPYRIGHT 2006 Haymarket Business Publications Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Ah! Summer! Season of holidays and corporate jollies: Lords, the Open, Cannes, Wimbledon, the World Cup, the Grand Prix - knee- deep in advertising and marketing invitees every one. Or are they?

Some companies now boast a Calvinistic abstemiousness: we accept no freebies of any sort, their pious guidelines state. OK, but in our business there is still plenty of entertaining; plenty of fun things to attend and civilised events that help make the business world go round. Sensible people know how to ration themselves and not overstep the mark.

What's changed is people's willingness to actually turn up. Years ago, if you were invited to the opera or Royal Ascot and you accepted, you dolled up and turned up - right time, right place.

Now, it seems, an accepted invitation is no longer a binding contract, an obligation rooted in warm business relationships and common courtesy. I was appalled to hear that one media owner's golf day recently had 25 signed-up 'yeses' from client marketers. How many turned up on the day? One.

Only one client (and it is clients, I'm afraid, that are the worst offenders) out of 25 had the decency, the common courtesy, the ordinary, old-fashioned manners to honour their invitations and show up. ...

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