The Feldwick Factor: Aligning marketing activities with commercial outcomes
Paul Feldwick
How can marketers and agencies better align their activities with commercial outcomes?
Gurdeep Puri, Founding Partner, The Effectiveness Partnership
Half a lifetime ago, I took part in the first ever IPA Senior Advertising Programme, taught by the late Peter Doyle. Doyle was a cynical, smart, chain-smoking Liverpudlian business school professor who goaded us ad agency rising stars with our ignorance of business and finance, our failure to read books, our belief in advertising as a unique and self-contained universe. We gave as good as we got, but...