Hasta La Creative!

As we move further in wielding the power of personalization in marketing, let’s always remember the inherent risk. Case in point: the story of British Telecom’s promotion for a “gold” calling card nearly 25 years ago, in which it inadvertently personalized some of its mailings with “Dear Rich Bastard.” This urban legend has been circulating for years, but as a young account executive who worked on the business, I can now confess it is no legend.

Unbeknown to British Telecom — or the agency I was working at — a rogue operator at the data bureau had replaced the default salutation with “Dear Rich Bastard,” just for fun. Unfortunately for British Telecom, the default made it out the door and into the homes of 10 potential customers.

One recipient was surprisingly delighted with the approach and even signed up for the card, as it turned out when the mortified head of marketing at British Telecom called each “rich bastard” the weekend of the mailing. The other nine presumably represented the rule, so to speak: If you misuse data in order to “personally” connect with consumers, you have committed an unforgivable offense.

Continue reading at AdAge.com