Nov 9, 2011


: The strange birth of a new kind of marketing agency – which actually guarantees results


: October 18. 2011

The strange birth of a new kind of marketing agency – which actually guarantees results

International marketing legend Drayton Bird is opening a new agency in Finland – but the way it happened is quite strange.

The new agency, Drayton Bird Associates Finland, is headed by Timo Jäppinen who has been planning this for the past year.

Drayton’s firm, Drayton Bird Associates, specialises in getting measurably better sales for marketers all over the world. They help large clients including Prudential Assurance, The Royal Mint and Nielsen Research as well as many small ones you’ve never heard of.

Why Finland?

But why open in Finland? Drayton Bird answers: “Because of Timo’s persistence. Two years ago he wrote telling me something I’d written was wrong – and why. Then he rewrote it – and it was better.

“I thought he had real talent - but he didn’t want to leave Finland. Then he pestered me constantly for two years to start a business. Also, Finland, Scandinavia and Eastern Europe are quite undeveloped when it comes to measurable marketing that sells.”

“In the last year we’ve helped clients in the U.S., Spain, Australia, Thailand, South Africa, Singapore, Hong Kong, Austria and even Slovenia,” says Drayton. “Why not Finland?

“We’ve helped sell language courses, fashion, property, stamps, bicycles, training, pensions, investments, insurance, Savile Row suits, pensions and even candles for churches in Italy”.

We do it the internet, in advertising, in videos, in direct mail – the same principles apply no matter what.

“The fact is, local habits and languages differ but the principles that get you more sales don’t – particularly on the internet, which is where we do a lot of our work.

For marketers who want guaranteed results

“When there’s a recession, people want sales, not just pretty stuff that doesn’t sell. I find many advertisers are tired of their agencies’ big fees and small results. 

“We guarantee our clients’ results or they pay no fee. I don’t know any agency that does that. And so far we haven’t had any refunds.

Also we are a bit cheaper than big agencies. We don’t waste time in unnecessary meetings or money on fancy offices.

How good is Drayton Bird?

In November 2003 the Chartered Institute of Marketing named him “one of 50 living individuals who have shaped today’s marketing,” other names included Philip Kotler and Tom Peters.

Sir Martin Sorrell, founder of WPP, the world’s largest advertising and marketing business calls Drayton “a wise and wily direct marketer – online and off. People all over the world have been lucky enough to learn from him.” The late David Ogilvy said he “knows more about direct marketing than anyone in the world” 

The world’s biggest names

Over the years Drayton has worked for an astonishing range of the world’s biggest names including American Express, for whom he created a special marketing course for senior executives, British Airways, Cisco, Deutsche Post, Ford, IBM, McKinsey, Microsoft, Nestle, Philips, Procter & Gamble, Toyota, Unilever and Visa.

As international Vice-Chairman and Creative Director, Drayton helped O & M Direct – now OgilvyOne - become the world's largest direct marketing agency network.

He has helped sell everything from Airbus planes to Peppa the Pig. And he has run his own businesses – so he understands money.

“My own agency which I sold to Ogilvy was set up in a recession. We started with no money and no clients. Actually, my partners and I were all in debt. I know all about tough times,” says Drayton.

Drayton’s book, Commonsense Direct and Digital Marketing, out in 17 languages, has been the UK’s best seller on the subject every year since 1982. He has written 4 other marketing books and spoken in 51 countries.

Drayton is personally involved in everything the agency does. You can read about him and Timo at

Get interviews and more information:

Timo Jäppinen, Managing director, Drayton Bird Associates Finland,

Drayton Bird, Chairman, Drayton Bird Associates,

Popular Posts