En une phrase…
Comment définissez-vous un marketing efficace ?
Work that works: campaigns or products that land with the real people they’re supposed to land with, makes them think, feel, and ultimately act differently, and makes more money than it cost as a result.
What aspects of effective marketing do you believe remain constant, even in the face of change?
Audience understanding – tech, trends and macro factors will come and go, but as long as we remember that none of it matters if real people don’t care, we’ll be ok.
Comment la créativité favorise-t-elle l’efficacité ?
It’s the steel blade in the fluffy pink sheath: can feel like a frivolous word, but when everyone has access to the same data, creativity in analysis, approach, and, yes, in ads, is the commercial weapon that separates the winners from the people who don’t understand how marketing can be an investment when it only ever loses money.
Quelles sont les tendances marketing qui vous enthousiasment actuellement ?
Selfishly, as an agency head, I’m thoroughly enjoying my industry’s obsession with purpose and worthiness and being ‘cool’, because it leaves all the clients who are looking for agencies that just want to make big, populist work that real people can’t help but care about for Creature; more broadly, though, I’m definitely excited about advertising bringing the fun back. I think we’ve all had enough serious stuff for a while.
À quoi espérez-vous que ressemblera le marketing dans les cinq prochaines années ?
Vibrant and diverse and interesting: I hope that from a comms point of view, we can move away from that thing where all ads look/sound the same for five years, and focus on making stuff that’s good for the people it’s supposed to be good for, because our industry only matters if it’s making stuff that real people can’t help but care about, in a way that is respectful of and better for everyone that works in it.
Effie Awards UK is accepting entries for its 2022 competition through May 6, 2022. Learn more and enter your most effective work here.
