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...