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 after eight exhausting, 16-hour days, I emerged with a fundamentally new perspective, which has never quite left me: we should never lose sight of the idea that all advertising begins and ends in its wider business context.