Award winning columnist and marketing professor, Mark Ritson, talks On the Contrary at the APG Strategy Conference.
Rejecting binary views of how things work and advocating ‘and not or’ in our thinking, Ritson refers to what he says will be the defining source of truth for the modern marketer in the decades to come, 'The Long & The Short of It-' by Les Binet & Peter Field.
Ritson's point is that marketing just needs to do marketing, but doesn't most of the time. It's not difficult, he says, but it's not often done well.
Ritson advocates for a back to basics, linear approach of first diagnosing the problem, then developing a strategy, and finally working out the tactics to deploy.
It's done in a highly entertaining way, it is fast paced, full of insight till the end and won’t disappoint.