“Marketing’s job is never done. It’s about perpetual motion. We must continue to innovate every day.” So said GE’s Beth Comstock – now vice chair, but the company’s chief marketing and commercial officer at the time.
It’s an admirable goal for an industry always striving to produce more daring, ambitious and creative work. But it’s also not easily achieved, given the financial and time pressures facing many agencies.
So what’s the solution? How can the advertising and marketing sectors
innovate and thrive in the face of challenge and change?
Some industry commentators believe collaboration is key, while others think new business models and more flexible payment terms could provide the answer. There are also internal practices to consider: company structures, pitch processes and idea generation.
Take the humble brainstorm. Sir John Hegarty, adman and co-founder of BBH, called them a “colossal waste” of corporate time at the Guardian’s Changing Media Summit in March: “If you want to do good, have a brainstorm. If you want to do great, leave the brainstorm.”
Is it time for a change? What, on a macro and micro level, can be done to create marketing that’s more innovative and ambitious?
- Join us and a panel of experts from 12pm-1:30pm BST on Wednesday 4 May to answer that question and more.
Panel (more to follow)
• Rana Brightman, strategy director, Siegel+Gale
• Mette Davis, director of digital and regional innovation, MAA
• Fura Johannesdottir, group executive creative director, R/GA London
• Mark Deeprose, chief creative officer, Jellyfish
• Rob Meldrum, director of experience architecture, Wieden+Kennedy London
• Lee Woodard, managing director, Huge London
• Chris Cook, business director, Mirum
This live discussion takes places in the comments section below.
To take part, sign in (or sign up) as a Guardian comments user and submit your question or query below. You can post something now for the panel to pick up on the day or join us live.
This live Q&A is provided by the Marketing Agencies Association, which supports the Guardian Media & Tech Network’s Agencies hub.
