In One Sentence…
How do you define effective marketing?
If marketing has one goal, it’s to reach consumers at the moments that most influence their decisions.
What marketing trend(s) are you excited about right now?
In professional services we are forced to be ahead of practice, AND to slow down those aspects of it that dilute thinking and action. Marketing is entangled in common sense, which reflects fashionable idiosyncrasies, emergency solutions and premeditated “smartness.” Therefore, the anti-trend I’m most excited about right now is a return to “fundamentals.”
How does creativity drive effectiveness?
Creativity drives effectiveness when it meets business goals and drives sustainable impact over time.
What is the biggest roadblock to marketing effectiveness?
Competence gaps and lack of marketing expertise (something common in our discipline) are the biggest roadblocks to marketing effectiveness.
What do you hope marketing looks like in the next five years?
It has moved more to evidence-based marketing effectiveness processes. The budget is often as big as capex but has none of the rigour. This has to change.
Bo was a 2022 Effie Awards Denmark judge. See more In One Sentence features.
