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Gym

What can boxing teach us?

This post by Diego Kerner, Managing Partner for Latin America, is one of our occasional ones which goes a bit “off piste” to look for lessons on brands, business and leadership. At our recent brandgym global partner retreat, we all shared personal highlights from 2018. One of mine was an enthusiastic return to an old passion: amateur boxing! I agreed to reflect on what learnings I could draw from my months of very serious training in “the noble art of punching an opponent without being punched.” Let me share them with you. 1. Start with a clear and inspirational goal Setting a clear and inspiring goal was key to give me the energy and determination to put in the hours and hours of punishing practice: perform decently in an official amateur boxing fight. This goal really helped focus my training and fuel my motivation.
Clubroom

40 marketers in a fishbowl

I was more than curious about that myself. So was delighted to attend the latest networking event hosted by The Marketing Society in New York at Siegel+Gale's offices. The session was led by The Marketing Society's Chief Executive, Gemma Greaves and Margaret Molloy, Global CMO, Siegel+Gale - the Society's Chair of the New York hub.  The fishbowl format arranges all attendees into a giant circle to allow for more intimate discussion, the idea being that the members themselves push to uphold the Society's BRAVE principle and share experiences and thoughts equally across the group. I can appreciate now exactly how this simple dynamic changes the nature of conversations away from a 'speaker versus audience' approach to one which is more consensual and productive to actually discuss meaty topics.  The Marketing Society has tackled many of these meaty issues in recent years from workplace discrimination, diversity and mental health. All important considerations to help drive a bright future for the global marketing industry.
Gym

Digital trends for 2019

2018 was a tough year for the Internet. We witnessed the explosion of emerging technology such as AI and AR. Meanwhile, established brands such as Facebook dealt with data breaches and faltered before Congress. So, what can we expect from the world of technology in 2019? I predict a return to fundamentals. A chance to make the most of all that technology offers by establishing strategic groundwork for everything to follow. With that in mind, here are some trends to keep in mind as we head into next year: Content is not king. Technology can function as the vessel of great content, but it will not make up for having nothing to say. Quite the opposite, it’s content that keeps the experience fresh and us coming back for more.  Content for content’s sake isn’t the solution most companies are solving for. For most, content is a tool to deliver on the needs of the audience. It can provide necessary context to help focus business development.
Clubroom

Engaging fishbowl NY

The Marketing Society had another stunning event last week, continuing their theme of bravery in life, at work and in marketing. This fishbowl event on marketing for good was held at Siegel+Gale’s new headquarters in lower Manhattan, and hosted by S+G CMO Margaret Molloy.  Margaret introduced the event by saying what drew her to The Marketing Society. She was looking for an organization that was not about the how-to’s, the function of marketing, that was more engaging about the issues of marketing.  She introduced Gemma Greaves, Marketing Society Chief Executive who facilitated the fishbowl. Gemma asked key guests to speak for five minutes each and then opened up the discussion to others in the audience. The fishbowl format and chair setting worked well to engage the participants and audience.  Doug Larkin, CMO of Luxottica’s Pearle Vision, spoke about how the brand which was based on trust between opticians and customers needed to be reinvigorated by rebuilding that trust without focusing on their iconic frame brands. This worked to rejuvenate the brand. 
Clubroom

Q&A: Perry Hewitt

What’s your golden rule? Define and deliver the last mile. Your C-Suite, marketing leadership, and agency partners may excel at innovative ideas but your ability to define what top-tier execution looks like (from staff to technology to measurement) is often what wins the day. What is your most hated business expression? Not going to be able to deliver the low-hanging fruit here -- I focus more on skating to where the puck is going, so I have minimal bandwidth to get my ducks in a row here. Instead, I’m going to pushback on your request, and ask that you run that up the flagpole?   How can marketers be braver? By working more effectively with product management teams. We need to educate ourselves and become a trusted partners to product, because there's no longer a clean handoff from product to marketing push. There is tremendous opportunity to achieve more together through collaboration -- but it requires hard work!

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Editor's choice

Accepting neurodiversity requires great generosity

'Perhaps you are sitting at your desk with a strong cup of tea, you’ve finally found 5 minutes for yourself. A moment to reflect and think about the office environment and the team’s neurological differences,' writes Tribal Worldwide's Jade Tomlin.

Reflection

Use direct response copywriting to start selling more stuff, now

Having just read a book on how to improve your persuasive copywriting skills, I’m now supposed to write an entertaining, informative review that will have all you Marketing Society members clicking through to read it. No pressure then? Giles Lury reviews Glenn Fisher's new book.

Book club

Convenience v security: why no one should have to put their keys in the freezer!

'Are we jeopardising our personal security just to make our lives more convenient? I recently had my car stolen by someone who was seemingly able to hack their way into it.' A cautionary tale from Your Favourite Story's Rachel Faber.

Opinion