As proud partners of The Marketing Society, we at Accenture Song celebrate the 40th Awards by reflecting on this year’s theme: ‘Why Marketing Matters’.
One element we care about deeply is how talent — both in our clients’ organisations and our own —can continue to grow and thrive.
Every marketer we work with, whether client-side or agency, executive or newcomer, faces a central question: with such profound disruption and opportunity, how can I stay relevant?
The answer, naturally, is to work with Accenture Song. But in the absence of that I think my ten-year-old daughter, Mabel, may hold the key.
A decade ago, on our eldest child’s first day of primary school, my wife Nancy and I sent him across the playground with a simple spontaneous instruction: “Be Kind. Learn Lots.” This soon became a ritual, but now our youngest, Mabel, has started saying it to us. She reminds us daily that this advice is just as relevant for adults. She’s right.
As trite as it may sound, I think it’s a sound career strategy for marketers.
Be Kind: The Heart of Marketing
Being kind may feel like a given now, but was it always? The pandemic and cultural shifts have shown us how vital kindness is—not just personally, but professionally. This isn’t about avoiding tough conversations or simply being nice. Instead, it’s about working with empathy, respect, and radical openness. It means creating supportive conditions for genuine collaboration and innovation, valuing every voice at the table. Kindness is a strength; if only all leaders would allow themselves to recognise it.
But beyond that, Marketing is fundamentally about empathy—understanding people. To connect with audiences in meaningful ways, marketers need to lead with kindness: real empathy and understanding. Kindness fuels creativity, helping us see through others’ eyes and find insights that lead to authentic, impactful marketing. It also builds trust, which is vital in a crowded, discerning marketplace.
Within teams, kindness creates a culture of respect and joint effort. Supporting one another and embracing diverse perspectives lets creativity flourish. This positivity produces better work and makes careers in marketing more fulfilling.
Learn Lots: The Engine of Relevance
If kindness is marketing’s heart, learning is its engine. As marketing is reinvented before our eyes, continuous learning isn't just beneficial—it's existential. The landscape evolves rapidly: new platforms, shifting consumer behaviours, and AI transforming how work gets done. Marketers who commit time and resources to capability development – for them and their teams — are the ones who stay ahead and retain talent.
Continuous learning also drives personal and professional growth. It builds confidence, adaptability, and leadership skills, empowering marketers to shape their own paths and inspire others.
In just the last day, I’ve talked with three different clients about how they are seeking to lead by example and embrace learning—especially about how GenAI can (and can’t) help them succeed.
Much is said about the changing role of the CMO but those who are learning by doing, will do just fine.
“As marketing is reinvented before our eyes, continuous learning isn't just beneficial—it's existential.”
Richard Powell Accenture Song
Why Marketing Matters: A Manifesto in Action
So, why does marketing matter? Because it’s uniquely positioned to champion kindness and curiosity across industries. Marketing links brands and people in meaningful ways, shaping culture and inspiring action. Guided by the principles of ‘Be Kind. Learn Lots’, marketing becomes more than just a business function—it becomes a force for good.
Kindness roots marketing in real human connection, making brands and messages meaningful. Curiosity keeps marketing relevant and creative, driving progress in a changing world. At its best, it enables both individuals and organisations to grow not just in profit, but in purpose.
So if you can, come and work with Accenture Song. Or, just be kind and learn lots. It will help Marketing – and us marketers - matter for another 40 years.
By Richard Powell, Marketing Lead, Accenture Song, partners of The Marketing Society
