Show me the money: How marketing can help ecommerce shift from “profitless prosperity” to the Jerry Maguire era

Stephen Whiteside

Brands need to rethink ecommerce operations to focus less on growth and more on profit, with marketers having a central role in driving this shift.

Watch the related session from the Cannes Lions festival here.

J.P. Castlin has a warning for any brand that is focused on driving ecommerce growth without thinking about profitability.

“The end of ‘profitless prosperity’ is very much here,” Castlin, an independent strategist and consultant, told delegates at a session held by WARC at the Cannes Lions International Festival of Creativity.

In defining the new guiding principle for digital commerce, he cited an iconic phrase from Jerry Maguire, a 1996 movie where an NFL star, played by actor Cuba Gooding, Jr., issues his agent, played by Tom...

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