Marketing has never been the domain of complacent. But the need to challenge the status quo has never been greater. Trends, like social media or content-driven marketing, explode on to the landscape with increased regularity, threatening established thinking and turning convention on its head.
It’s not a place for the faint-hearted.
So how can brand champions succeed in a world where everything is happening all at once?
To be successful, we need to probe deeper, react faster and most importantly, look for those unique insights that can change the course of a market effort.
That’s the approach I’ve taken with every brand I’ve worked on, from global giants like Coca-Cola, IBM, Ernst & Young and Kraft to scrappy upstarts like Enron and Autodesk.
Across mediums, consumer groups and geographies, I constantly strive to unearth that one golden marketing opportunity for my clients.
And, of course, question everything, every step of the way.