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On Strategy Showcase
Mark Ritson talks about his controversial column in Marketing Week
Nov 18, 2023
Mark Ritson, marketing expert and columnist for Marketing Week, talks about his controversial column exploring the gap in understanding marketing effectiveness principles in the US. They discuss the differences in advertising effectiveness between American companies and other countries, the importance of corporate responsibility, and the challenges faced by the F's in gaining visibility in the American market culture. They also touch on the balance between creativity and effectiveness in marketing.
47:28
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Quick takeaways
- The podcast highlights the importance of effectiveness as a specialized practice within strategy and calls for a greater conversation and recognition of effectiveness principles in the US marketing industry to drive better results.
- The episode emphasizes the significance of connections planning as a strategy to enhance campaign performance and calls for better understanding and recognition of its role alongside other strategies like brand, media, and social.
Deep dives
The Importance of Effectiveness in Marketing
The podcast episode discusses the importance of effectiveness in marketing campaigns. It highlights the need to focus on effectiveness as a specialized practice within strategy and how it can elevate the performance of campaigns. The discussion emphasizes that effectiveness should be seen as a crucial component alongside creativity, excess share of voice, distinctive assets, and multimedia mix. The episode also explores how the US marketing industry may have lagged behind in understanding and embracing marketing effectiveness principles compared to the rest of the world. It calls for a greater conversation and recognition of effectiveness principles to drive better results for clients and the industry.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode