MARKETING MIX: The castaway client

This Thursday, in case you hadn’t realised, is Thanksgiving. A perfect

time to cast away an American who has only ever worked for his country’s

real icon Brands - McDonalds, Coca-Cola and, since 1987, American

Express. John Steward spent two years in Germany before coming to the UK

18 months ago and is now vice president in charge of new cardmember

marketing. Based in London, he still does a lot of travelling - and he

believes in travelling light. That’s a big advantage on our desert

island, where castaways are allowed only five inanimate objects and one

book to supplement the Bible, the subscription to Marketing and the

solar-powered internet which Mix generously supplies.

* My Amex card - so I could buy things through the Internet. If my

computer comes with a printer, I could also get my kids to scan in their

latest artwork and letters.

* My mountain bike and a practice stand. I have three bikes and use them

a lot - but the mountain bike will probably be most suitable for touring

the island.

* A lifetime supply of gin, tonic and fresh limes.

* A CD player with the complete collection of Elvis Costello.

* My Chinese language tapes and books. I read Asian Studies at

university, but don’t get enough chance to practice the languages.

* My book would be a collection of all the letters my wife wrote to me

during the two years we were apart at university. We met there, but then

each of us spent a different year abroad - so we communicated by letter.

Hers were always so funny that they never fail to cheer me up.

This article was first published on Marketing