Member Interview with Greg Carton

We are delighted to bring you a Member Interview with Greg Carton, Chief Brand Officer, Chaos Theory 

What’s your golden rule?

Always put the customer first. But never assume they really know what they want. 

Who has been your biggest influence?

Is this a trick question? I'd like to thank my mother and father. No, but seriously, I would. A good work ethic is not fixed at birth. Showing up consistently, taking ownership, finishing what you start, and caring about the quality of your output. These are behaviors they've taught me, and I'm very thankful for that. 

What is your most hated business expression?

“Circle back” - because we're moving on, and chances are - we're not actually going back to it. 

What’s the smartest business idea you’ve ever had?

I'd tell you, but then I'd have to kill you. 

Which leader do you admire most and why?

I just spent almost half of my life at his agency. So it has to be David Ogilvy. He turned an industry from a hit‑or‑miss craft into a disciplined profession. He passionately shared his knowledge, and I still use much of it as a guiding principal to my work today. 

What is on your mind the most right now as a marketing leader?

Honestly? Just keeping up. The pace and the role of technology in our business is blowing my mind. It's not something new every few months, it's literally daily now. The speed in what is coming to market... it's just a constant need to learn and adapt like I've never experienced. It's exciting... but also exhausting!

Why is being part of The Marketing Society important for your career?

Now more than ever, we have to come together as a community. Knowledge multiplies value. 

Why does marketing matter to you?

The world might look very different at the moment... but I don't think our ability to have a positive influence in the world needs to change. What we do can shape how people feel, influence behavior, and impact modern culture. It's so much more than just selling products and services. 

Tell us something that’s not on your CV

I was a child model. I sold toys, I sold clothing, and I even sold Coca-Cola (a brand I've now worked with as an adult). But you'll never find the evidence - that's all safely locked up in the garage at my parents place. You're welcome!