Member Interview with Gus Wick

We are delighted to bring you a Member Interview with Gus Wick, Business Director ASEAN

What’s your golden rule?

Ah, the golden rule of marketing: Remember that people are not rational. We're all just monkeys with car keys. Embrace the irrational, because if you can understand why someone would pay more for a brand of bottled water endorsed by a celebrity, you're halfway to cracking the code.

Who has been your biggest influence?

That would be Bill Bernbach. The man revolutionised advertising by reminding us that creativity and human emotions are at the heart of effective communication. Plus, he knew how to turn a phrase like nobody's business. If he could make a car famous by saying it was small, imagine what he could do with today’s gadgets!

What is your most hated business expression?

“Low-hanging fruit.” First of all, if the fruit is that low, it's probably rotten or has been picked clean by someone else. Second, it’s just a lazy metaphor for being lazy.

What’s the smartest business idea you’ve ever had?

Convincing a luxury car brand to dive into the world of art and fashion photography to launch a new model. It didn't just sell cars; it transformed the vehicle into an iconic symbol of style and sophistication.

Which leader do you admire most and why?

Steve Jobs. Not for his turtlenecks, but for his ability to create a reality distortion field. He made people believe they needed products they didn’t know existed a moment before. Now, that's the kind of magic every marketer dreams of conjuring.

What keeps you up at night as a marketing leader?

The thought that somewhere out there, a startup is figuring out how to render my entire strategy obsolete with a single app. And they’re doing it while wearing hoodies and drinking artisanal coffee.

Why is being part of The Marketing Society important for your career?

Networking, darling. It’s all about who you know. Plus, it’s a fantastic excuse to attend swanky events, sip on bubbly, and talk shop with people who won’t think you’re mad for obsessing over a shade of Pantone.

Why does marketing matter to you?

Because it’s the intersection of art and commerce. It’s about telling stories that people believe in and buy into, often literally. It’s the only job where you can be both a psychologist and a magician, and occasionally, a bit of a rock star.

Tell us something that’s not on your CV

I have an encyclopedic knowledge of obscure '80s pop songs and can karaoke any of them at a moment's notice.

Not a member yet?

Now it's time for you and your team to get involved. Get access to world-class events, exclusive publications, professional development, partner discounts and the chance to grow your network.

Our Membership Speaks For Itself. Be part of it.

Or if you’d like to know more please leave your details in this form and we can reach out to you.

Published on 18 July 2024