THE BOOK OF LISTS: Your starter for tens

Welcome to the second Book of Lists and to Campaign's final issue

of the year. If you have as much fun reading it as we did creating it,

no doubt you'll end up debating every entry well into the New Year.

This issue takes the place of a normal edition in the last working week

of what has turned out to be a momentous year.

The catastrophe in the US on 11 September has made vulnerable humans of

everyone and the slowdown in the worldwide economy has sent the

advertising boom of the past few years into reverse.

Nonetheless, compiling the lists has been fascinating. For one thing,

you're meant to disagree with the selection. I know there isn't a law

saying that Heineken's "policeman's feet" has to be first in every

conversation about great ads that nearly didn't get made because they

bombed in research (p37), but is it really better than B&H's "swimming

pool" as a piece of advertising?

Does anyone seriously believe that Gossard (p47) was the third most

promiscuous client in UK advertising in the year 2001? Was Excite a

bigger dotcom failure (p21) than the Industry Standard, the magazine

that came to symbolise the dotcom boom? Is Carlton's Martin Bowley a

bigger media sales phenomenon (p25) than Channel 4? Who really thinks

that knowing the maitre d' at The Ivy (second on the "top people to know

to get ahead" list, p49) will be better for your career than knowing Sir

Martin Sorrell (fourth on the same list)? Is Nick Bell a better creative

director than Peter Souter? Or Trevor Beattie (p41)?

Come to that, are there really six worse jobs in advertising (p49) than

that of lunching with AMV's Michael Baulk?

Of course, as soon as you even ask these questions you're doing

Campaign's work for us; for while we're offering these lists as

definitive, we're saying behind our hands: "Look, none of this matters

so long as it gets you talking." So, with thanks to all the staff here

who sweated blood to produce the lists and sell some ads around them,

here's wishing you Merry Christmas and an even merrier 2002.


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