In an era of unprecedented disruption, uncertainty and polarisation, marketing has emerged as a key force for business growth and driving positive change. In July, we celebrated 40 years of The Marketing Society Global Awards. This annual celebration honoured the most exceptional campaigns of the year, bringing together the brightest minds in the industry for an evening of recognition, insight and celebration.
Our friends at Accenture Song took this opportunity to speak to the assembled cast of the best in our industry; the result is a series of four compelling and insightful videos shedding light on why they believe marketing matters.
Here's a preview of what to expect:
It’s all about Trust
Trust was a dominant theme from all marketers we spoke to. In our information saturated world with more choice than ever before, along with an increasingly demanding customer base, brand trust has become absolutely critical for long term success.
Marketing - the Growth Engine
Our experts see marketing as synonymous with growth itself. With change the only constant in today’s business world, marketing is seen as the commercial growth change agent with the technical capabilities to drive sustainable business expansion through deep customer understanding and competitive positioning.
Making authentic Connections
Marketing represents the vital connection between brands and consumers. Leveraging unprecedented levels of insights and data has enabled brands to connect authentically with customers helping them stand out in crowded markets.
Social Impact
Our marketing leaders were proud of our industry’s position as a force for positive social change. No other discipline holds so much power beyond selling products to actually influencing the way people think and what society accepts. Marketing has the opportunity and an obligation to use that power for good.
That is Why Marketing Matters
Our videos reveal a compelling case for marketing's elevated position in business today, emerging as a strategic discipline that builds trust, drives growth, creates meaningful connections and acts as a catalyst for positive change. In these times of uncertainty, marketing is both a commercial engine and a social conscience, making it essential for businesses seeking to thrive while creating positive impact, proof indeed that marketing matters.
Why Marketing Matters Series
Sohel Aziz Speech
Celebrating 40 years of The Marketing Society Awards and 20 years of Accenture’s partnership, Sohel Aziz celebrated the winning brands and agencies who transcended the ordinary through exceptional insight, strategy, creativity and leadership and called on marketers and their agencies to completely reinvent their business models and how they work with each other.
Why does Marketing Matter?
Accenture Song’s Rebecca Bezzina, Sohel Aziz and Richard Powell, Boots’ Rose Panton and Lisa Marie Cardona, The Gate’s Will Nevill, The Outnet’s Sabah Naqushbandi, Lucky Saint’s Kerttu Inkeroinen, Haleon’s Tamara Rogers, The Very Group’s Jess Myers and Thinkbox’s Lindsey Clay offer their perspectives on why marketing matters; from connecting brands and customers to trust and responsibility, impact and positivity, differentiation and growth, and creativity as a force for progress.
How has marketing changed?
More channels, more tech, more data, machine learning… marketing today is complex and multi-faceted. And while marketers have access to unprecedented levels of data and sophisticated tools, they must navigate increasing complexity and fragmentation. Thinkbox’s Lindsey Clay, The Very Group’s Jess Myers, Lucky Saint’s Kerttu Inkeroinen, The Outnet’s Sabah Naqushbandi, Accenture Song’s Richard Powell, Rebecca Bezzina and Sohel Aziz and Haleon’s Tamara Rogers are among those who gave their perspectives on what’s changed and how best to reinvent, to thrive and win.
What is the future of marketing?
From everyone gathered at The Marketing Society Awards, there was an overwhelming consensus – yes artificial intelligence, technology and data will define marketing's future but the real competitive advantage will still come from creativity and human connection.
Tapping into this to create emotionally resonant experiences will be the ultimate differentiator. Accenture Song’s Rebecca Bezzina and Sohel Aziz, Lucky Saint’s Kerttu Inkeroinen, easyJet’s Tom Hazelden, Boot’s Rose Panton and Lisa Marie Cardona, Haleon’s Tamara Rogers, The Very Group’s Jess Myers and The Gate London’s Will Nevill share their thoughts on the evolution of marketing.
Bought to you by Accenture Song, Partners of The Marketing Society
