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She may be marketing director of River Publishing, but Nicola

Murphy admits she is a soft touch when it comes to persuasion. In fact,

she says, ’as an ex Procter & Gamble salesperson, I am easily persuaded

to do anything (except take my knickers off).

’It’s the pathetic glint in the salesperson’s eye as she says: ’It

really suits you ... I’m not on commission, honestly ... my child needs

a lifesaving operation ...’ You get the picture. As you can see, I spend

a lot of time in regret. The consumer equivalent of Catholic guilt.

’However, last summer I was sold a purchase that I have yet to regret. A

shiny new, very fast, black BMW. My partner, a previous BMW owner,

received a ’please buy another one’ mailing (Evans Hunt Scott) which

outlined the technological innovations of new models. At the same time,

the intelligent wheels ad (WCRS) was on the telly.

’Fantastic synergy between BMW’s agencies? Good timing? The fact that

he’d got the mailing and I hadn’t, worked its own peculiar charm.

Whatever, it got me thinking. As a Toyota driver, I was aware that the

car looked sexy and said about me what I think of myself and would like

others to think - but was it safe?

’As a new mother, this factor was now of primary importance. My child is

the Second Coming, and must be protected at all costs. The direct mail

piece had suggested a test drive. I went. It was sexy. It was (I was

assured, without the ’my child needs a ...’ speech) safe. I bought it.’