Where creativity meets commerce: Zipcar and ASOS at The Marketing Society Conference 2013

This event report addresses how marketers can think and act more like entrepreneurs. Companies such as Zipcar, the membership-based car rental service, and Airbnb, the online peer-to-peer accommodation network, demonstrate just how quickly small ideas can achieve scale and draw in huge numbers of customers and advocates if they are properly executed.

Where creativity meets commerce: Zipcar and ASOS at The Marketing Society Conference 2013

Joseph CliftWarc

The role of the marketing function within the broader organisation is a much-discussed topic at industry events. And The Marketing Society Conference, organised by the UK trade body and held in London in November 2013, was no exception. As Ian Pearman – the chief executive of advertising agency AMV BBDO – put it: "We want to know the systems whereby businesses create creativity."

Marketers are often encouraged to think and act more like entrepreneurs, and then given few meaningful guidelines describing how to do...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands