I wasn’t the best media director in Poland, I wasn’t even the best media director at Y&R Warsaw
Mike Murphy, the client service director was a better media specialist than me. This was because he was Canadian. Jokes about Canada explain the advantage
‘Canada could have got French culture, British government & American economics. Instead we got American culture, British economics & French government’ Canadians are self deprecating & capable of introspection...
‘Why did the Canadian cross the road?’ To get to the middle. Canadians are famously reasonable & Mr Murphy was an exceptional diplomat
‘Toronto is New York run by the Swiss’ Mike was efficient
People think the Jewish Glaswegian Jerry Sadowitz was punched on stage at the Montreal Comedy Festival because his opening line was ‘Hello moosefuckers’. But Sadowitz says it was because of what followed “You know what I hate about this country. Half of you speak fucking French & the other half let them”
So, in a developed, thinly populated, vast country with two languages, media buying is going to be pretty sophisticated. Mike knew media
Suggested slogan; ‘Canadians; all the advantages of a Yank, but less arrogant & half the price’
