Master’s student in Marketing Communications at the University of Melbourne | Project Management (CAPM®) | Business/Marketing Analysis | Digital Media Specialist
I absolutely loved reading every bit of this! This part of the article really struck home for me: "Of course, the majority of marketers know nothing about any of it. They inhabit the murkier corners of marketing, where training is rejected because change is held up as a circuit-breaker for learning anything from the past. AI and the "new consumer" mean everything we once knew is pointless now." "But for those who know that is bullshit, who study, who respect marketing knowledge, who know the foundations do not change, the McCain case is a jewel sparkling with everything we have learned in these very fruitful 15 years." It struck a chord because I consciously chose not to continue in marketing without gaining the proper knowledge to truly understand what I'm doing. There’s a trend of people entering the field with little understanding of the fundamentals or any sort of training, which is resulting in marketing efforts that lack a strong foundation. The easy entryway into the profession has led many to overlook the value of solid education and expertise, taking us back to a time when marketing was based more on assumptions and notions than on data and research.
I learned nothing new from the IPA (Institute of Practitioners in Advertising) Grand Prix winning work of McCain Foods. Nothing. And I wrote all about it in easily the best column I've produced this year: https://lnkd.in/gGw-EK3m