… but its image needs a rethink

I welcome the initiative of Marketing Society chairman Keith Weed in his call to promote the marketing role (MW June 17). May I suggest that a review of the psyche of modern client marketing personnel also be undertaken.

It seems the positive adjectives – new, exciting, innovative and creative – are now the sole province of supply agencies. Once so often used by marketers, these bywords have been replaced by the negative adjectives – non-proven, risky, off-message, too different, too difficult and so on.

I write as one who started his career in marketing and, as an off-shoot of a wider project, has recently been asked to promote a new advertising medium for a client. (In my old-fashioned marketing view it was at least worth evaluating.) Almost without exception, the client-side marketing people contacted were not interested in knowing even the basic details. The supply agencies could see some merit, but without a brief from the client were unable to act.

Have I been unlucky or has, since my day, the marketing profession moved from being a driving force to being merely an expensive clerical role as its image now suggests?

Paul Gilbert


West Midlands

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 customerservices@marketingweek.com

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