Watch out for the quiet ones

Alan Mitchell’s piece “Marketers seek oasis from blur” (MW September 27) on the future of marketing was a refreshingly atypical perspective on the concepts of brand strategy.

The suggestion that marketers actually ask themselves “what is ourmarket” is a scarier proposition than asking ad agencies to set their own budgets. (It is also undoubtedly easier to do one than the other.)

However, it’s a fascinating concept that moves Tom Peter’s chaos theory on a stage or ten. The pre-conceived notion that brands assume similar brands are their competitors is not one of which the fmcg industry is the only guilty party. Agencies do it too. And funnily enough, despite the move towards more diverse service offerings by agencies and the bandwagoning of integration, I’m sure there are few agencies that feel threatened by DM, SP or even God forbid, PR competition.

However, past history shows that budgets can move, and just as Grove’s book Only the Paranoid Survive suggests agencies, like all companies, should be looking left of field for those quiet competitors.

Let’s face it, if athletes can become TV presenters, supermodels become writers and Aussie soap stars become singers, then I don’t doubt that marketers can turn their hand to other disciplines.

Sheena Horgan



London SE21

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here