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?
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.
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.
It's a myth that some people are superstars and others journeymen, says the joint chief strategy officer of Abbott Mead Vickers BBDO.
Nothing important in marketing has changed, says AMV BBDO's strategy chief.
Let's not kid ourselves. Small brands shouldn't want to stay small, says the joint chief strategy officer of Abbott Mead Vickers BBDO.
There's one insight that rules over all the others, says the joint chief strategy officer of Abbott Mead Vickers BBDO.
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.
As an industry we need to get a whole lot better at understanding data, says the Abbott Mead Vickers BBDO joint chief strategy officer.
We must get back to a more complete understanding of the country, Abbott Mead Vickers BBDO's joint CSO argues.
Marketers are charged with building brands but under pressure to deliver now.
The industry needs more Brian Enos - people who can do it all.
We're all still figuring out the one marketing formula to rule them all.
Amid the relentless pursuit of uniformity and automation, some brands are recognising the value of human intelligence to their marketing.
You don't have to be a factory worker living on a sink estate in Rochdale to understand the lives of others.
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.
Appeal to your target customer's habits.
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.
Abbott Mead Vickers BBDO chief Craig Mawdsley reveals how to collaborate effectively to get results.
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.