All I want for Christmas is… everything

Opinion

Nick Manning has decided to write to Santa this year for the first time. Will he get his wishes?

Dear Santa,

Look, I know you’re busy at this time of year, so I’ll keep this brief.

Only kidding — I don’t do short and I’ve got a big ask.

First, apologies that I’ve never written to you before, mostly because I doubted your existence (yes, I lied to my children) — so I’ve got many years owing to me.

All I want for Christmas is better, more effective and more responsible advertising.

You know, advertising that, well, works and doesn’t just clog up people’s lives. And where advertisers get what they want and need for their money.

I’d also like that money to pay for good media content. Great comedy, documentaries, sport, fact-based reporting… that kind of thing.

I know not every channel has to make good (or any) content, but I’d like the ones that do to be rewarded.

Oh, and while we’re about it, there’s a few other requests.

I’d like advertisers to spend on creative work that people like and respond to. And I don’t mean Jaguar.

While we’re about it, I’d also like the money to flow evenly to the people who deserve it. People who behave responsibly and respectfully, and preferably without harming the planet.

It would also be nice if you could provide ways to know if advertising is working, so that people have a better idea of what to do next, using tools that actually do something without wasting the client’s budget.

What would also be nice is an industry that plays an active role in making its people’s lives better. One that provides employment with enjoyment, especially in the future.

And maybe we can stop using jargon too.

Yes, yes, yes — I know it’s a lot to ask and I don’t want to seem greedy, but I have fewer Christmases ahead of me than behind.

I realise that not all of this may be within your gift, so some friends and I will do some of this ourselves to make it easier for you.

It will take longer but, by next Christmas, we’ll have made a good start.

Let’s face it, you do bugger all for most of the year, so you might as well join us on Who Cares? — we could do with a bit of help.

Is this too much to ask?

Have a great Christmas… oops, sorry. I mean see you next year.

Nick Manning is the co-founder of Manning Gottlieb Media (now MG OMD) and was chief strategy officer at Ebiquity for over a decade. He now owns a mentoring business, Encyclomedia, offering strategic advice to companies in the media and advertising industry, and is non-executive chair of Media Marketing Compliance. He writes for The Media Leader each month.

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