EasyJet explorations circa 1998

I was allowed to observe all meetings, fly around and read emails.

Was it really 13 years ago?

A Marketing Week journalist called James Curtis (really nice guy by the way) approached me to say that if I was willing to do some ethnographies of EasyJet, he would write it up for his magazine as a running, weekly feature. This was not a paid PR stunt. It was inspired by James himself.

I wasn't particularly busy having been at DDB for a only a few weeks. So I agreed. And had an awful lot of fun doing it. Partly because I was under no client pressure as I knew that James would sex up even the most awful findings. In the end he didn't need to sex anything up. For one key reason: I discovered that the more I enjoy doing an ethnographic exploration the better the outputs. The fascinating subject matter - EasyJet's Marketing team and being allowed to hang out with the marketing director for a whole week - helped too.

Here is the feature.