In One Sentence…
How do you define effective marketing?
Effective marketing is about starting at the end and from the beginning having a really clear end goal in mind; and that goal needs to be the focus of everyone working on the campaign.
What marketing trend(s) are you excited about right now?
For all the obvious reasons, AI is making me both excited and nervous in equal measures.
How does creativity drive effectiveness?
Creativity is the catalyst that converts strategic theory to real life effectiveness.
What’s your favorite effectiveness win from the last few months—personal or professional?
Hearing one of our most aesthetically focused creatives, talk not just about the beauty of the work they were presenting, but talk passionately about how it would drive behaviour change.
What do you hope marketing looks like in the next five years?
Wherever it appears, I hope that the message remains the master and that effectiveness is being measured by the actual impact messaging has on consumer behaviour and brand performance; not measured only by the efficiency of its delivery.
Margaret is a 2023 Global Best of the Best judge. See more In One Sentence features.
