Magazine article Marketing

Opinion: The Marketing Society Forum - Does Funding Innovation Come before Protecting Marketing Jobs?

Magazine article Marketing

Opinion: The Marketing Society Forum - Does Funding Innovation Come before Protecting Marketing Jobs?

Article excerpt

Procter & Gamble has announced plans to shed staff while increasing its focus on digital ads.

YES - LOUISE FOWLER, BUSINESS LEADER, MARKETING, THE CO-OPERATIVE BANKING GROUP

Firstly, innovation does not always require investment. In my experience, the best and most creative marketing often comes from a constrained brief.

That said, we are not in business for the preservation of our own jobs or lifestyles. Call me old-fashioned, but I believe any marketing-led business exists to add value for its customers. This means continuous innovation.

Sometimes, it means changing the size and shape of the marketing team, bringing in fresh ideas and asking some people to move on and try other things in their lives.

I can't think of an innovation that's come from protecting jobs. I can think of plenty born of change, disruption and constraint.

MAYBE - MATT WILLIFER, EXECUTIVE PLANNING DIRECTOR, WCRS

For many FMCG brands marketing trumps innovation. Perhaps innovations are marginal, or easily replicable, or not interesting enough in the grand scheme of things to generate awareness off their own bat.

In these cases it is up to marketing to sell new product development ice to the Eskimos. In other cases it's the opposite. Take Google's expanding suite of tools. Marketing is not required to add a further 'brand' to such involving products; neither is it required to crow about services that generate fame of their own accord.

So there we are. A dull, sit-on-the-fence maybe. I'll be painting the living room beige next. …

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