By Jan Pechmann
my dear Pechi,
I hardly dare to write, but do you know where you ended up? In Marketing! How did that happen, you’re probably asking now. A marketing and advertising fuzzy? Purpose on your lips, but only profit on your mind? The Abi newspaper said about you: “The Green Indie”. Because you could spend hours arguing about consumer criticism and environmental politics while listening to pounding indie rock music. You wanted to be a journalist because you were good at languages and writing. Math, on the other hand, wasn’t your topic. That’s why you weren’t aware that the mean deviation of two straight lines becomes more and more striking the longer the straight lines are.
Small compromises at the beginning turned into immense changes in navigation over the years: Media management was studied instead of journalism. Instead of an internship in the editorial department, I did one in publishing marketing. Independent music became Independent Agency. Caring for many employees was added to caring for the earth. And so the environment finally turned into sales, because the party had to be paid for.
So you ran after your chances, toiled and toiled immensely, became big and successful with your agency. And you are now a vital part of a system that you actually wanted to change. But I think that sounds worse than it is. Because detours are known to increase local knowledge. And there is quite a lot that is right in what is supposedly wrong and there is a lot of potential for solving the problem.
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In the last two decades you have given and secured great jobs for many great people. And you’ve raised and defended many substantive issues in the supposedly superficial advertising industry. And besides, you’re getting the hang of things quite well: Under the motto “Marketing between power and doesn’t matter”, you launched “Marketing For Future” with great people. Because in principle you are in exactly the right place with your thoughts: Marketing is a powerful force. It just depends on what you use them for.
You try to sensitize the marketing and creative industries to their special responsibility in the fight against climate change and to mobilize them to protect the earth. If you want, have a look here: www.m4f.me. You already have internet with a 38K modem, right? Don’t worry: you’re on course. The front is and stays where nobody knows.
Get in there, greetings and pushers
Yours sincerely, Jan
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