The Talents of the Corporate Marketer

Judy_Shapiro_headshot Over at Ad Age, Judy Shapiro, “CEO and founder of EngageSimply, a social marketing engagement company, and [a person who] has held senior marketing positions at Paltalk, Comodo, Computer Associates, Lucent Technologies, AT&T and Bell Labs,” gives her peers a pep talk. Apparently the increasing automation and rationalization of their trade has many big business brand propagandists feeling that “it’s anything but playtime for marketers, [as t]he sheer tonnage of technologies is a serious buzz kill, casting a cloud over the industry.”

The remedy, Shapiro says, is to remember one’s own wonderful skills and the larger meaning one’s labors:

Marketing was never for the faint of heart. It requires the insight of a psychologist, the wit of a standup comedian, the stamina of an endurance athlete and a chameleon-like ability to adapt to never-ending business highs and lows.

But if you made the grade, you were rewarded by participating in an industry that attracted the best and brightest. More than that, marketing as a vocation was deeply satisfying because you knew that your work meant factories kept running and people kept getting paychecks.

Bravery, inisght, wit, stamina, adaptability. Quite so, but it seems to TCT that Ms. Shapiro, despite and because of her pride at keeping capitalism growing, has omitted the topic of moral fiber.

Might that be because the qualities required of the marketers there run rather parallel to the work of overseeing the Tarnungskommando at Treblinka?

3 Replies to “The Talents of the Corporate Marketer”

  1. Veterans tore into poor Ms. Paltrow for comparing the reading of social media to the navigation of the middle eastern battlespace, but something tells me that a coalition of psychologists, standup comedians, Olympic athletes, and reptiles will not be registering their disgust with Ms. Shapiro.

    How many nadirs must be dug before we strike the inner core and start digging up the other side? It’s bad enough when lawyers describe their work as artistry and artists describe their painting process as a vicious negotiation, but…marketers? I suppose that pictures of Local 509 Manure-Shoveler’s Union members on the job will soon be occupying wallspace in the Museum of Fine Art, a crime for which I’d fault them less than Ms. Shapiro.

    Of course, when someone’s an openly acknowledged liar, you learn not to believe anything they say. Which is why it’s hilarious that marketers would ever read Ad Age. The natural tack for anyone putting out articles in Ad Age would be to convince the other idiots to be less effective, leaving more promotions available for those smart enough to never listen to marketers.

  2. Eh, I consider her to be only slightly worse than the run of the mill corporate tool who explains to me how important it is to “develop one’s full potential”, and how important it is to “not give up, but push”. Excelling in vast majority of jobs today means that you are either dense, or cluelessly evil.

    (My favorite vignette about the Hawtorne experiments is that the worker who ranked highest in intelligence, and third in dexterity, was the worst performer in the group. Me, I’m jost gonna honor this forgotten working class hero or heroine and will be as useless as possible)

  3. “Ms. Shapiro, despite and because of her pride at keeping capitalism growing, has omitted the topic of moral fiber.”

    Indeed. You need psychoanalytic insight, not to help your fellow man understand himself, but to exploit his weakness. You use the wit of a stand-up comedian not to point out the absurdity of life and laugh at human folly, but to mock a despised audience by appealing to their worst prejudices. You use the stamina of an endurance athlete to promote the cult of the body at the expense of the mind. Finally, you learn to advance through life by not being recognized for who you really are.

Comments are closed.