Vision 100


Ed Pilkington, Diageo: Your marketing epitaph should be ‘highly effective’, not ‘creative genius’

Ed Pilkington

Effectiveness may not be a word that stirs the blood. However, when you think that being effective means “being successful in producing a desired or intended result”, and we all work in the results business, then there is no escaping that effective marketing should lead to success. The question therefore is how to be effective. […]

Clare Mullen

Seven ways to transform brand perception

Clare Mullen

The hardest thing for any organisation to change is brand perception. It takes real vision and often involves investing in new people, processes and products. You need to be able to understand exactly what your audience needs and wants from you, and then view everything you do through that lens.