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.

What have we learned in the crisis?

There's going to be a recession, and if your brand is in a category that suffered in 2008, you're probably at risk this time round.

The world has changed forever. Are you ready?

I don't do hyperbole but this really is the biggest global event since the Second World War.

Craig Mawdsley

Repeat after me: I am not Harry Potter

We're all waiting for someone to recognise that we are actually a generation-defining gifted wizard, destined to save the world.

Craig Mawdsley

You can dish it out, but can you take it?

We can all learn from Roy Keane.

Craig Mawdsley

Should you stay or should you go?

Pitches should be a real contest and not just a pricey feedback exercise.

Does faster always mean better?

You know that chart showing how quickly different technologies grew? Think about what it really means.

Weaponising boredom

People hate being bored, so we're in the business of alleviating this boredom for our clients.

Imagine there's no conflict

John Lennon was a prescient man.

A complex problem

There's a distinction in problem-solving between those that are complex and those that are complicated.

Where do you want to work?

Our industry is slowly coming to the realisation that we are no longer the most attractive place to work for bright creative people with open minds.

What are you planning to do with that data?

Data is not a universal panacea

What's the problem?

The real business problem isn't always the one that the client thinks it is.

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

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

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

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

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

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

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

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.