MARKETING MIX: The castaway client

While the rest of us wind down for Christmas, Bob Bone, creator and

director of the London Parade, is winding up for New Year’s Day, when

the world’s largest event of its kind will transform the streets of

London. Now into its 11th year, the Parade ‘reflects the colourful,

exciting and energetic aspects of our vibrant city’ - at least that’s

according to John Gummer MP, who describes it as ‘one of the high points

in London’s cultural calendar’. As a Hogmanay hangover remedy it’s kill

or cure, and once it is over, Bob Bone will be taking a well-earned

break on the Mix desert island, along with his five objects and one

book, plus the traditional Bible, subscription to Marketing and solar

powered Internet link.

* As I am profoundly Luddite (a cover for being technologically

challenged), an Internet link will mean little to me. My most essential

object will be a Grundig travellers’ short-wave radio with a vast supply

of batteries. This great little toy would keep me in touch better than

the Internet ever could.

* I enjoy the luxury of not having to shave, but after a while the

resulting beard irritates.

A Gillette Sensor with gel and a good stock of blades would improve

morale.

* A couple of luxuries would ease the trauma of being cast away, so I’d

like a few hundred grams of Iranian Beluga caviar and...

* a case of Krug - vintage or otherwise - as a change from the island

spring water.

* Food-finding and providing will be aided by a Swiss Army Knife with

every conceivable gadget. Working out what each bit is supposed to do

will also provide mental stimulation.

* To read, I’d take the Rothmans Football Yearbook, so that ‘off-island’

I could be an even bigger soccer bore and could remind myself that in

the past QPR really did win the occasional home match.

This article was first published on Marketing