Mark Ritson: Eight marketing concepts – some heavenly, some hellish

Mark Ritson, our award-winning columnist, consultant and marketing professor, is never one to shy away from an opinion and he had plenty of those in his talk at Marketing Week Live. Ritson gave his view on the importance (or lack thereof) of eight marketing concepts: millennials, CSR, brand purpose, brand valuation, digital marketing, zero based budgets, targeting and TV advertising.

This presentation was recorded at Marketing Week Live 2016.

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Hide Comments9 Show Comments
  • Jonathan Cahill 10 Jun 2016 at 1:29 pm


  • Edmund Jones 10 Jun 2016 at 3:06 pm

    Well done Mark for calling it. I have been saying for years that digital is one of the tools in the marketing toolbox it is not toolbox.

  • Syl Saller 12 Jun 2016 at 7:02 pm

    I can’t believe there aren’t more comments! Thanks Mark. Agee with most points (some exceptions CSR and brand purpose…). Marketers need to get the basics: it’s understand consumers, come up with your strategy, determine tactics to deliver this, budget, measure return, repeat!

  • Dom Graham 13 Jun 2016 at 10:56 am

    Fantastic presentation, don’t disagree with a single word. In the past I’ve had to work with some of the biggest brands in the world to meet CSR policy requirements. It always struck me that CSR is often nothing more than window dressing. I found that the more morally bankrupt the company, the harder they worked to paper over the cracks with huge CSR policies and CSR conditions for organisations they were purchasing from. I’m sure the people writing the policies believe in what they’re writing, but I’m far than convinced many companies live by their words.

  • Madge Bright 14 Jun 2016 at 12:51 am

    Watched the whole thing at my desk at work… it’s the best use of my time… ever!

  • Aliana Spring 3 Oct 2016 at 10:58 am

    cool – love it !!! Thanks Mark – i enjoyed every minute of your presentation!

  • Al King 10 Oct 2016 at 4:00 pm


  • Ivan Colic 21 Jan 2019 at 9:21 pm

    Great talk but my word the Kevin Spacey reference hasn’t aged well at all!

  • Yves Geisenberger 12 Feb 2019 at 9:19 am

    Great BS busting. Having said that, CSR is not the issue, the lack of sincerity of many organisations around it is. This does not mean that the overall notion shouldn’t be called for

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