In 1998, the president of the AA, Sir George Bull, invited Jeremy to deliver its annual President’s Lecture. One of the principal architects behind the Grand Metropolitan-Guinness merger, then the largest such deal in UK corporate history which led to the creation of Diageo, Bull was a passionate believer in the benefits of better marketing. In this landmark lecture, Jeremy debates the thesis that “people understand advertising better than advertising people do” and proposes the key to success is to see the buying process from the buyer’s viewpoint. He reviews the development of consumer research techniques and the need to build brand salience gradually. A letter of thanks from Sir Bull (pictured) says it all.

Read or listen to the full speech here