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Going back to basics

Published:  06 November, 2008

Other than the colour of his skin and the fact he wasn't a democrat, one of the key actors in Barack Obama's historic win in the US presidential elections this week was that he was regarded as a relative newcomer to the machinations of Washington.

Other than the colour of his skin and the fact he wasn't a democrat, one of the key actors in Barack Obama's historic win in the US presidential elections this week was that he was regarded as a relative newcomer to the machinations of Washington.

To his supporters, the hope is he will bring about change because he will look at political and international issues with a fresh pair of eyes.

Being able to bring a new perspective to age-old problems is what management consultants dine out on every day of the week. But how often do "outsiders" genuinely understand the real issues affecting a particular sector and offer sound advice?

Well, this week we feature a man who promises to do just that. Whether you realise it or not Sir John Hegarty has been influencing what you buy for the last 20 years as one of the country's most respected admen. He's the man behind "Vorsprung Durch Technik" and Nick Kamen in his boxer shorts. He is also now trying to make, sell and advertise his own wine range. In our interview he laments the wine trade for what he sees as its obsession to over complicate wine and how it is sold to the consumer.

What is needed, he says, is a more Jamie Oliver, Naked Chef approach, where everything is stripped back to basics and simple messages that tell you something about the wine, and where it is "sold" through to the consumer. Easier said than done and it will be interesting to see how the great adman goes about promoting his own wines from the Languedoc, but it is worth at least taking on board his worldly wisdom.

If you want an example of the stripped-back approach, then tune into commercial radio station, TalkSport, which has launched its own wine club. A novel idea for its average listener and to ensure it gets their attention it has created some novel tasting notes, along the lines of "try our Châteauneuf du Pap... it's as fruity as Russel Brand's radio show". But if you want a bit of free advice, remember Sir John is looking for distribution of his wines in the UK and I'm sure would welcome your call.

Richard Siddle is the editor of Harpers magazine.

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