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.

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.

A tribute to Bowie's creative legacy: 'the world is a good deal less creative this morning'
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A tribute to Bowie's creative legacy: 'the world is a good deal less creative this morning'

As news of David Bowie's death surprised the world today, Craig Mawdsley, joint chief strategy officer of AMV BBDO, celebrates the creative contribution he made to the world - but his lasting legacy should be inspire entirely new ideas.

AMV BBDO's Craig Mawdsley on ads as popular culture
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AMV BBDO's Craig Mawdsley on ads as popular culture

Throughout September, Marketing will be celebrating the 60th anniversary of TV advertising in the UK with a series of articles penned by influential industry leaders. The aim is to explore where TV advertising is now and, more importantly, its future in a rapidly evolving media landscape. We continue with Craig Mawdsley, joint chief strategy officer at AMV BBDO.

Why marketing ruined the election
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Why marketing ruined the election

In the run-up to the general election, the political parties willingly embraced calls for them to adopt marketing thinking, but marketing should have no place in deciding the future direction of the country, writes Craig Mawdsley, joint chief strategy officer of AMV BBDO.

Us marketers, we don't know what we're doing
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Us marketers, we don't know what we're doing

Most people have never applied much critical thought to ads, with their efforts to make the very best work being hampered by ignorance, writes AMV BBDO's Craig Mawdsley.

Marketing needs to become more unprofessional
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Marketing needs to become more unprofessional

Professionalism reduces variation, writes AMV BBDO joint chief strategy officer Craig Mawdsley, so it's time marketing became a lot more unprofessional.

Are you ready for a world without TV ads?
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Are you ready for a world without TV ads?

With a shift to 'John Lewisesque' TV ads, there has been a return to simple, consistent, emotional messages. However, are authors Byron Sharp and Daniel Kahneman leading us off the edge of a cliff? asks Craig Mawdsley, joint chief strategy officer of AMV BBDO.