It’s often said that the very things that initially attract you to someone are the things that eventually begin to grate on your nerves. This old saying perfectly captures my relationship with the marketing industry.
Early days, I fell in love with Marketing’s creative, “whatever works” approach. A magpie-like mentality to pick and choose the best concepts and strategies for success from our own as well as other disciplines. Yet, over time, I have become increasingly frustrated with the neverending onslaught of synonymous, mutated, and spliced frameworks, models, labels, jargon, and “stuff”. It’s bloody exhausting.
The tragedy of this situation is that the genuine ideas, original concepts, research and science that underpin our profession are buried beneath this barely held-together tower of shiny marketing trinkets. This dearth of context and historical understanding has led me to call my blog “Marketing Babylon”. Way back in 2006, when I was still a fresh-faced agency-side rookie.
The paradox of marketing is that the creative freedom we love is both our saviour and our tormentor. It’s what makes our industry innovative and adaptable, but it also spawns a convoluted mess that leaves most marketers befuddled and, frankly, less effective. And in a classic “it’s always the children who suffer”, it also stunts the growth of our junior team members, even those with some formal training.Continue reading