Page 252 - ConvinceThemFlip

convince them in 90 seconds or less
“We’ve got two hundred and thirty-three confirm ations.”
I should have known better. Muldoon didn’t make
mistakes.
“Nicko,” he said, with that twinkle in his eye. “Most
companies will book a room with 500 seats when they
have 450 people registered for an event. Sixty don’t show
and the room’s half empty. If I speak to 450 people, I’ll
book a room with 350 seats, hold a few chairs in reserve,
and have the place packed. Standing room only creates
an atmosphere of success. A half-empty room smells of
failure. Do you get my point?”
I did.
These were the “swinging sixties” and London led
the world in music, fashion, and art. Cream, the Rolling
Stones, and the Beatles blasted from bootleg radio sta-
tions. Twiggy, the world’s first supermodel, posed for
Vogue on Carnaby Street in a Mary Quant outfit, while the
members of Monty Python’s Flying Circus paraded about as
old women in overcoats and hair rollers, and James Bond
suavely saved the world in his Aston Martin DB5. It was a
glamorous and exciting time to be in advertising.
Half an hour later the room filled with advertising exec-
utives, analysts, media buyers, the sales staff from our
own ad department at Woman magazine, and some of the
editorial staff. I counted eighteen people standing after
much jostling for position. Lots of energy. Good buzz.
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