Without ideas marketing wouldn’t exist, they’re the lifeblood of our industry. Which got us thinking, what better topic to tackle for the first issue of EMPOWER. Inside, read Dave Trott’s story of ‘corkscrew thinkers’; LEGO's Debs Gerrard talks AI and robots; author David Wethey explores idea economics, Neuro-Insight's Heather Andrew examines our brains; Katie Ewer talks brand purpose and the Fyre Festival; author Faris Yakob gets nomadic, plus articles on constraints, disruption, memory and more. We hope you enjoy the issue. Michael Piggott, Editor
Editor Michael Piggott Editor-at-large Hugh Burkitt
This much I've learned Gavin Patterson, BT
What inspired me Jo Wallace, JWT Trevor Robinson OBE, Quiet Storm Madeleine Morris, The Society of Very Senior Creatives Anna Arnell, And Rising Jade Tomlin, Tribal Worldwide Michela Nicchiotti, freelance Jenny Nicholson, McKinney USA Robyn Frost, FCB Chicago
Leaders I love Yvette Templar, Allied World Peter Larko, Mercedes-Benz Push Banerji, Kyndal Group Brand stories Giles Lury, The Value Engineers
Dave Trott, author With a story of 'corkscrew thinkers' Tony Franco, A Beautiful Constraint On environments where ideas thrive Katie Ewer, JKR Singapore Says brand ideas beat brand purpose Heather Andrew, Neuro-Insight Writes on creativity and the brain David Wethey, author Introduces us to 'idea economics' Ciaran McCarthy, Publicis New York 'Disruption' is becoming meaningless Sue Unerman, MediaCom Debunks the myths of brainstorming Matt Wyatt, SNAP London Tells us to start thinking negatively Phil Rumbol, MullenLowe London Why we are programmed to forget Debs Gerrard, LEGO Group Ideas. More important than you think. Faris Yakob, Genius Steals A nomad's guide to creativity Gemma Greaves, Marketing Society On the changing role of the CMO Events: dates for your diary
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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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At a CMO to CEO breakfast with BT's chief executive, Gavin Patterson, earlier this year; he gave us ten key learnings for those looking to make the jump to the top job, or to just to better understand their boss. (5 MINS)
We asked a number of creative types we love, such as Quiet Storm's Trevor Robinson OBE and JWT's Jo Wallace, what boundary-pushing work that tackled taboos first inspired them to pursue their careers. (5 MINS)
Marketing Society board members: Allied World's Yvette Templar (Singapore), Mercedes-Benz's Peter Larko (Hong Kong), and Kyndal Group's Push Banerji (India) tell us leaders in life they love and why. (2 MINS)
Author and Director of The Value Engineers, Giles Lury, tells us the tale of inventor, Elisha Otis, and how his brave demonstration at the 1854 World's Fair in America made people stand up and take notice. (5 MINS)
At the lowest point of the war, Winston Churchill said the only thing that would save us were 'corkscrew thinkers,' writes author and creative director Dave Trott. (5 MINS)
A Beautiful Constraint's Tony Franco says, in order to create an environment where ideas thrive, we need to look at our mindset and ambition - with examples from Nike, Brewdog and Impossible Foods. (10 MINS)
JKR Singapore's Katie Ewer, looks to Nike, Lego and the hubristic parable that was the Fyre Festival in search of what to do and what not to do, when it comes to brand ideas. (5 MINS)
Creativity is often associated with traits that are undervalued at work. Marketers who have the bravery to overlook these could tap into an advantage, writes Neuro-Insight's Director, Heather Andrew. (5 MINS)
Author David Wethey introduces us to idea economics: where progress happens instantaneously, thanks to an endless supply of ideas and the skilled intervention of a new breed of experts. (15 MINS)
Publicis Groupe New York's SVP Executive Creative Director Dept W, Ciaran McCarthy, talks about why he values one idea over another and why the word 'disruptive' is in danger of becoming meaningless. (5 MINS)
MediaCom's Chief Transformation Officer, Sue Unerman, think it's high time we debunk one of the sacred rules of brainstorming in order to achieve truly transformational action. (5 MINS)
SNAP London's Matt Wyatt says the pressure to think positive is everywhere, but our daily lives are driven by negative emotions too. And we could all benefit from negative thinking every now and then. (7 MINS)
MullenLowe London's Phil Rumbol says we need to remember that we are programmed to forget, not remember, and rediscover the art of ideas-led engagement marketing. (7 MINS)
If AI and robots take over, what is left behind? The LEGO Group's Debs Gerrard says we should be working harder than ever to recognise the importance of creativity and ideas. (10 MINS)
Author Faris Yakob says habitation makes us blind, that we stop seeing the world around us when we commute every day. It's only when we do something different that we force our brains to pay attention. (7 MINS)
As The Marketing Society launches a new brand identity, our chief executive argues that great marketing leaders today are marked out by courage and confidence more than ever before. (5 MINS)
