Specialising ourselves into irrelevance

Gareth Kay

This article argues that, as marketing is being pushed into an increasingly smaller box, the creation of value is diminishing.

Specialising ourselves into irrelevance

Gareth KayChapter

Increased compartmentalisation is weakening the marketing function

In the last issue of Market Leader, Luc Bardin wrote about the increasing pressures facing CMOs: the slow pace in gaining board approval and the declining influence on innovation and other disciplines. Luc's article offers a clear blueprint for a more valuable future for marketers. But here I want to focus on the fundamental issue, at least as I see it from the viewpoint of someone who works with marketers. The creation of value – both real and perceived – is diminishing as marketing...

WARC subscribers can sign in to keep reading

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