Craig Mawdsley

Craig Mawdsley is joint chief strategy officer of AMV BBDO. He sits on the APG committee and was formerly chair of the group.

Take the red pill and face up to reality
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Take the red pill and face up to reality

Do you want to continue the fantasy of customer bases, target audiences and loyalty schemes? Or see consumers for who they really are and deal with the messy consequences?

How to have new ideas
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How to have new ideas

What if things had worked out (dramatically) differently and creative genius Brian Eno was now a high-flying marketer in the M4 corridor. Abbott Mead Vickers BBDO's joint strategy director considers the scenario.

It doesn't have to be this way
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It doesn't have to be this way

Reflecting on the study of evolutionary biology is often useful when thinking about marketing and tech, writes the joint chief strategy officer of Abbott Mead Vickers BBDO.

Sorry, but you're really not that special
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Sorry, but you're really not that special

It's a myth that some people are superstars and others journeymen, says the joint chief strategy officer of Abbott Mead Vickers BBDO.

It's not all change in the world of marketing
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It's not all change in the world of marketing

Nothing important in marketing has changed, says AMV BBDO's strategy chief.

Why being small is not a strategy
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Why being small is not a strategy

Let's not kid ourselves. Small brands shouldn't want to stay small, says the joint chief strategy officer of Abbott Mead Vickers BBDO.

Trust me, this is the only insight you will ever need
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Trust me, this is the only insight you will ever need

There's one insight that rules over all the others, says the joint chief strategy officer of Abbott Mead Vickers BBDO.

Why tech's biggest brains must stop focusing on discounts
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Why tech's biggest brains must stop focusing on discounts

Giving people a fat discount for buying something today that they would have happily paid full price for tomorrow is bad marketing, says Abbott Mead Vickers BBDO's joint chief strategy officer.

Really clever, advanced thinking about data
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Really clever, advanced thinking about data

As an industry we need to get a whole lot better at understanding data, says the Abbott Mead Vickers BBDO joint chief strategy officer.

It's time for brands to reduce their reliance on vox pop and anecdote
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It's time for brands to reduce their reliance on vox pop and anecdote

We must get back to a more complete understanding of the country, Abbott Mead Vickers BBDO's joint CSO argues.

Standing up for the long term will drive marketing success
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Standing up for the long term will drive marketing success

Marketers are charged with building brands but under pressure to deliver now.

The marketing industry needs more polymaths
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The marketing industry needs more polymaths

The industry needs more Brian Enos - people who can do it all.

In search of the marketing theory of everything
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In search of the marketing theory of everything

We're all still figuring out the one marketing formula to rule them all.

A case for handing the marketing script back to humans
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A case for handing the marketing script back to humans

Amid the relentless pursuit of uniformity and automation, some brands are recognising the value of human intelligence to their marketing.

Imagining other people's lives is a crucial marketing skill
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Imagining other people's lives is a crucial marketing skill

You don't have to be a factory worker living on a sink estate in Rochdale to understand the lives of others.

Audience fragmentation is a management problem
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Audience fragmentation is a management problem

The struggle to be seen and heard today isn't a creativity issue or a reach problem. They can be reconciled. It's all about management.

Making plans for Julie: how to appeal to your customer's habits
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Making plans for Julie: how to appeal to your customer's habits

Appeal to your target customer's habits.

Create brands that can flex and adapt to individuals
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Create brands that can flex and adapt to individuals

Oversimplification has become endemic in marketing and advertising and it's just not good enough, writes Craig Mawdsley, the joint chief strategy officer at Abbott Mead Vickers BBDO.

Collaboration doesn't mean 'let the agencies sort it out'
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Collaboration doesn't mean 'let the agencies sort it out'

Abbott Mead Vickers BBDO chief Craig Mawdsley reveals how to collaborate effectively to get results.

Five lessons for marketers from the jury room
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Five lessons for marketers from the jury room

In principle and on a practical level, the legal world can offer marketers valuable guidance on how to improve the way in which they work and its results, writes Craig Mawdsley.