Marketing will save us all. There, I’ve said it. I’ve said what we’ve all been skirting around for ages. And why not? Whilst the financial sector crumbles around us, that former stalwart of economic stability, why not suggest that the hellish doom-mongering and endless bemoaning be brought to a close by the marketing industry? We have seen bright and brilliant work produced since the UK officially entered recession in January, work produced by some of the finest agencies in the world. Despite the economic outlook, brands like comparethemarket.com and T-Mobile are reaping the benefits of staying front of mind when everyone else is shirking from the spotlight. These brands are operating like the most nimble businesses in existence, acknowledging that once you strip back all of your operating costs, if you don’t invest in going to market, you are effectively sitting still. And of course, when the relationship between brand and consumer is so fragile, it is arguably the marketing sector that is best placed to reframe and refresh the dynamic.
So where do you stand? Should we be encouraging consumers to consume, when arguably the desire to do just that is what got us into this mess in the first place? Can marketing agencies really turn the tide of consumer sentiment? Does our industry have the clout to push through those first green shoots?
I don’t have all the answers, but I believe so strongly in the importance of the questions that I’ll be in the House of Commons next Monday to watch the first MCCA-sponsored debate to discuss the motion “This Will Be A Marketing-Led Recovery”. The Debating Group, since 1975, has been arranging debates at The House with the aim of raising marketing industry issues with MPs in an informative and interesting way. Chaired by Baroness Brenda Dean, with Mark Choueke and Professor Robert Shaw arguing for the motion and Justine Greening MP and Martin Weale, Director, National Institute of Economic & Social Research arguing against.
When recovery comes, as it must, don’t be surprised if it is delivered by the clients and agencies turning out the work of their lives as we speak.
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Scott Knox
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