60 Second Soapbox – Mark Dennis

Cheap flights, Cilit Bang and the leafy, cosy charms of Essex are all worthy of praise, according to Mark Dennis, director and co-founder of Charterhouse Research

Best new product
Low-cost flights. I'm amazed I can pay less for a 1,000-mile flight to southern Spain than the 18-mile taxi journey to the airport.


Person you wished you had met
Although very much alive, I'd go for Jim Lovell, captain of the stricken Apollo 13.


Best piece of wisdom
There are no traffic jams along the extra mile.


Research industry's missed opportunity
Suppliers and buyers could do more to nurture long-term relationships, as well as recognising the true value of commercially minded, experienced project handlers.


Client I'd like to get my hands on
London 2012. With London and the Olympics you have two world-class brands coming together.


Underrated brand
My home county of Essex. I'm staggered that those in charge of its image over the years have allowed it to become a national laughing stock. There's so much unspoilt countryside, dotted with old towns and villages, with their timeless cottages, cosy tearooms and traditional pubs.


Most striking viral campaign
Burger King's 'performing chicken'. Any campaign that can increase brand awareness, and sales, by pushing 14 million visitors to a micro site that takes requests for a man dressed as a chicken to instantly 'perform' for them has to be a winner!


Best big creative idea
Howard Brown's embarrassing, yet memorable version of 'Sex Bomb'. Convincing the public that its stage-struck staff were just as valuable as its products was a stroke of genius by Halifax.


Best product launch
Cillit Bang. A relatively inexpensive campaign that communicated the key benefits of a rather boring household product.


Campaigns that needed more research
Britain's change to a more competitive directory enquiries market left the whole country bewildered. Sadly nobody had a clue what was going on and the most heavily advertised providers' numbers were remembered rather than those offering best value for money.


Research pet hate
Government departments that use closed pitch lists to circumvent the Government's own policy of encouraging SMEs to bid for its business. They're not alone, but it's so ironic that the Office of Fair Trading, of all departments, is not going to be considering any new agencies for four years!


Most misused word
Catalyst. Used endlessly and incorrectly when the correct word is stimulus. I'd ban everyone but scientists from using it.


November | 2005