Aviva’s top marketer Jan Gooding has urged the advertising industry to “rediscover its interest in marketing” and stop the myriad of formats flooding the market distracting them from advising brands on business strategy.
Her comments came on a panel about effective advertising at the IPA’s Genesis conference in London today (1 November). As the conversation turned to the belief that a choice has to be made between creativity or effectiveness, Gooding slammed the notion for being “too narrow” and said the problem lies in the fact that the industry has become obsessed with “campaigns”.
The issue is particularly close to Read full story ›
Source: The Drum
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