This year, with the Society beginning in 1959, we celebrate our sixtieth birthday. And this got us thinking about the past and then ahead to what the future might hold. With that in mind, this issue our writers explore humanity and technology, behavioural science, anti-consumerism, gender stereotypying, the world of gaming and esports, unicorn brands and, finally, how our industry can better impact the climate crisis. We hope you enjoy. Michael Piggott, Editor
Editor Michael Piggott Editor-at-large Hugh Burkitt
Co-op's CEO, Jo Whitfield on diversity in the grocery industry
ITV's Dame Carolyn McCall on brave brands she admires
Leaders I love Darren Chuckry - Society HK Chair Wendy McEwan - Knight Frank Tom Roy - MCN
Agency leaders on industry change Think with Google's new video series
As robots rise, will brands falter? Humanity, purpose and technology By Howard Belk, Siegel+Gale 5 ways marketing can respond to a planetary emergency By Rhiannon Shah, WWF-UK Growing brands in the age of anti-consumerism By Bediz Eker, VMLY&R Gender stereotyping: how to lose customers and alienate people By Fran Griffin, Mullenlowe London Back to the future: behavioural science in a complex world By Richard Chataway, BVA Nudge Unit Esports: the new marketing battlefield? By Sean Singleton, Unofficial Partner It's time to start thinking differently about thinking differently By Hanne Kristiansen, Creative Creatures Chasing unicorns: brand value and client-agency relationships By Elle McCarthy, BBDO
We know that the format of this publication will be new to most of you, so here are a few tips to help you find your way around.
Select the arrow to the right for a preview of each article. From there you can select on the title of a piece to jump to its content.
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Ahead of an event earlier this year we sat down with Co-op's CEO to get her thoughts on diversity in the grocery industry and how she came to set up the Grocery Girls network (5 MINS)
Following our CEO conversation with Carolyn we spoke to her about her motivativations and brave brands she admires, including Nike and The Guardian (3 MINS)
We ask Knight Frank's Wendy McEwan, Darren Chuckry and MCN Middle East Communication Network's Tom Roy which leaders in life they love and why (2 MINS)
In this new series from Think With Google UK, Publicis Groupe's Annette King discusses data and creativity and Brainlabs' Dan Gilbert explains why the old rules don't work anymore (10 MINS)
In this piece, Siegel+Gale co-CEO and chief creative officer, Howard Belk reminds brand-builders to keep humanity—and purpose—at the core on technology adoption. (7 MINS)
The way marketing departments respond to the planetary emergency will define not only the next 60 years of marketing, but the future of the planet, argues WWF-UK's Rhiannon Shah. (7 MINS)
VMLY&R's Managing Director, Strategy and Insights looks at how brands grow while natural resources diminish and consumers become more socially aware (5 MINS)
The recent ASA bans on ads have created a conversation beyond the advertising industry alone – one which will influence all brands in future, writes Mullenlowe London's Fran Griffin. (7 MINS)
Richard Chataway on why marketers are in the business of behaviour – and how 60 years of scientific progress in understanding behaviour helps marketers better demonstrate the value of what they do. (7 MINS)
Publisher at Unofficial Partner, Sean Singleton, asks, should brands care about esports? Hint: yes. With examples from KFC and DHL he offers ways brands can get involved in this rapidly growing market. (7 MINS)
To thrive in this new marketing landscape we need discover our innate creative heartbeat. And help our teams do the same. By Creative Creatures' Hanne Kristiansen. (5 MINS)
Elle McCarthy, Global Head of Planning, BBDO, and keynote speaker on gender and language says unicorns do still exist, they've just evolved. She offers thoughts on where to find them in the future. (7 MINS)
