The Feldwick Factor: Aligning marketing activities with commercial outcomes

Gurdeep Puri, founding partner of The Effectiveness Partnership, asks: 'How can marketers and agencies better align their activities with commercial outcomes?' Feldwick, using his own experience when working on the Hellmann's Mayonnaise account, says it taught him that rigorous analysis and attention to business outcomes could lead to the production of award-winning creative, but at the same time, he discovered that commercial results weren't necessarily at the top of the client's agenda.

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...

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