Charles Vallance on accountability

Politicians have a lot to learn from marketers, particularly about accountability. In an age when consumer brands are actively enlisting the opinions of their electorates, where success depends increasingly on transparency, responsiveness and co-creation, governments seem to be doing the opposite.

Charles Vallance on accountability

Charles Vallance

WHY CAN'T POLITICIANS BE MORE LIKE US?

It may sound self-congratulatory, but I think the political classes have a lot to learn from the marketing classes. The main lesson is one of accountability. Could you imagine Tesco offering more shelf space to two brands we've never bought than any other brand in the store?

With Gordon Brown and Peter Mandelson, this is essentially what we have; a Prime Minister we haven't voted for (but we at least elected), and a first secretary who has no electoral mandate whatsoever. Such a lack of accountability might...

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