We chat with The Marketing Society Awards judge and fellow Christopher Macleod to find out what advice he would offer to brands entering in 2021.
Chris has a broad range of management responsibilities at the world’s largest integrated transport authority. He has helped TfL become a more customer-focused organisation, establishing its ‘Every journey matters’ promise and delivering a step-change in customer service.
Why is recognizing marketing excellence through the Society’s awards so important for our industry?
Marketing is at an inflection point in terms of the influence it has on business. It can and should make a real difference; the awards are an opportunity to showcase the best examples of this, create benchmarks and drive standards.
What advice would you offer brands entering our awards to make their entry stand out?
Tell a story, Make it one you’d like to read. Be genuine. Focus on tangible, meaningful results. Get someone not involved to check it.
What’s your golden rule?
Think before speaking.
Who has been your biggest influence?
The eponymous Inspector Armand Gamache of Sûreté du Québec, who suggested four things we needed to learn to say and mean: "I don't know. I need help. I'm sorry. I was wrong.”
What is your most hated business expression?
“Quick wins” – a nice conceit now discredited; seldom quick and in the end rarely wins.
What’s the biggest risk you’ve taken in your career?
Left a very good job at the age of 28 to start again in Advertising – never regretted it.
Which leader do you admire most and why?
Elon Musk: thinks big, bets the farm – on second thoughts, maybe not….
What inspires or motivates you every day to do what you do?
A mix of fear, persistence and upbringing.
If you could achieve just one thing in 2021 what would it be?
See my kids.
2021 entries are now open. Find out more about how you can enter The Marketing Society Awards here.