Magazine article Marketing

Opinion: Marketing Society - Be Bold to Get Results

Magazine article Marketing

Opinion: Marketing Society - Be Bold to Get Results

Article excerpt

Remember the famous ads for Hamlet, Heineken, Flake and Smash? Can you remember the words to Pepsi's brilliant 'Lipsmackin' ad? Do Fudge and Milky Bar commercials remind you of being eight? These ads were the result of brave marketers inspiring brilliant ad men and women to produce memorable work.

Now marketing agencies are under attack by 'experts' from consultancies and the media. The role of marketing has changed and the days of ad agencies are numbered, they say. Marketing is not accountable, measurable or effective enough; marketers cannot get the ear of the chief executive; procurement teams are analysing agency 'extravagance'; and there are commercial directors who will put upstart marketers in their place.

Marketing needs to remember what it does best as a profession. Management consultants are good at consulting management; lawyers consult on the law; accountants advise on the numbers. Marketers conduct the brand, inspire agencies to produce great campaigns and enable staff to deliver the brand.

Other business functions cannot do this. Marketing brings the 'magic' of business and brand alive for the consumer. Great marketing creates great brands by researching consumers, identifying opportunities and training people to deliver compelling customer service.

Management consultants weep at the fun marketing brings to the business world. It is the one area of business that they find difficult to measure effectively - even the legendary Lord Leverhulme could not measure which half of his advertising investment worked. …

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