A Global Conversation: Marketing's Reputation Problem and What We Do Next
International
11:30am to 12:30pm // 29 January 2026
Register now
Our Global Conversation series invites you to explore and debate the current opportunities and challenges facing our industry on a global level - whether that’s the economy, brand growth, sustainability, D&I , AI, future-proofing or any other of the many pecuniary issues affecting our community.
This month, we turn the lens inward and look at our industry’s reputation challenges.
Venue
ZoomDate
29 January 2026Time
11:30-12:30pm GMT | 15:30-16:30pm GST | 19:30-20:30pm SGT/HKTDress Code
Smart CasualWhy you should attend
Marketing has never been more sophisticated, influential or commercially powerful, yet its true impact is misunderstood, undervalued and invisible beyond our own circles. Despite shaping growth, culture and behaviour, marketing continues to struggle to articulate its value to the wider world.
So, if marketing is so powerful, why does it struggle with its own reputation and what can we do about it?
We’ll begin with a provocative keynote from Rory Sutherland, who argues that marketers have been poor at marketing marketing: talking in terms of outputs, tactics and channels rather than the distinctive way we think and the value that thinking creates.
He’ll challenge Members to reconsider:
• How value is created ‘from thin air’
• Why perception often matters more than product
• Why reframing, not reinvention, is one of marketing’s most powerful growth tools
We’ll them move on to a live, interactive discussion between leaders from our global hubs and Members around the world, exploring this central challenge and defining how we reframe, reclaim and make the invisible, visible.
What to expect
A Clearer Language for Marketing’s Value: Learn how to articulate marketing’s impact in ways that resonate with boards, CEOs and non-marketers, moving beyond campaigns and metrics to value, perception and growth.
A Fresh Perspective on Reputation and Influence: Reframe marketing’s reputation problem not as a failure of performance but as a failure of storytelling and understand how perception shapes credibility.
Inspiration from Rory Sutherland: Take away new models for creating value through psychology, behaviour and reframing ideas that extend far beyond communications.
Global Perspective from Peers: Hear how marketers in different markets are tackling the same challenge and where reputation, influence and credibility are being won or lost.
Confidence to Market Marketing Better: Leave better equipped to champion the role of marketing inside your organisation, influence decision-making and elevate the function’s standing.
A Shared Perspective: Contribute to a collective, global perspective on what marketing must do next and help shape how the discipline presents itself to the wider world.
TICKETS & PRICES
BUSINESS TEAM MEMBERS
This event is included in your membership, please make sure you are logged in and then click on Book your ticket at the top of the page.
INDIVIDUAL MEMBERS
Your ticket is included in your membership, please make sure you are logged in and then click on Book your ticket at the top of the page.
NOT YET A MEMBER?
Our events are predominantly for our members but please register your interest (via the button at the top of the page) and one of our team will be in touch to confirm if a place is available.
SUBSCRIBERS/DIGITAL MEMBERS
This event is not available for your tier of membership, consider upgrading by contacting [email protected]
CPD Learning Objectives
Hours
30 minutes
This session qualifies for 30 minutes of self-declared CPD learning. Please check with your professional body if this activity qualifies under your scheme and retain this summary as confirmation for your CPD records.
CPD Learning Objectives
By the end of this session, participants will be able to:
1. Articulate marketing’s value beyond tactics and outputs
Develop clearer, more compelling language to explain marketing’s impact in terms of value creation, perception, and growth, particularly to senior leaders and non-marketers.
2. Understand how perception shapes commercial impact
Examine why perception often matters as much as or more than product or performance, and how marketing creates value through psychological and behavioural influence.
3. Apply reframing as a strategic growth tool
Identify how reframing problems, propositions and narratives can unlock growth and influence without the need for reinvention or increased spend.
4. Critically assess marketing’s reputation challenge
Evaluate why marketing’s influence is often misunderstood or undervalued, reframing this challenge as one of storytelling, credibility and visibility rather than capability.
5. Integrate global perspectives on influence and credibility
Compare insights from marketers across different markets to understand where marketing’s reputation is being strengthened or weakened globally, and why.
6. Strengthen confidence in championing marketing internally
Leave better equipped to advocate for marketing’s strategic role, influence decision-making at leadership level, and elevate the function’s standing within organisations.
7. Contribute to collective thinking on the future of marketing
Engage in shared dialogue to help define how the discipline should present itself to the wider world and shape a more visible, credible future for marketing.
