Global Conversation: Marketing's Reputation Problem & What We Do Next

This session from our Global Conversations series brought together Members from across the world for shared learning and discussion on one of the industry’s biggest challenges: marketing’s reputation.

Marketing has never been more sophisticated, influential or commercially powerful, yet its true impact remains misunderstood, undervalued and often invisible beyond our own circles. Despite shaping growth, culture and behaviour, the industry continues to struggle to articulate its value to the wider world.

The conversation opened with a provocative keynote from Rory Sutherland, President Emeritus, Ogilvy Consulting, who argued that marketers have been poor at marketing marketing - focusing on outputs, tactics and channels rather than the distinctive thinking and value those ideas create. He explored how value can be created ‘from thin air’, why perception often matters more than product, and why reframing is one of marketing’s most powerful growth tools.

Followed by insights from industry leaders across global markets, Gita De Beer (The Heineken Company), Kate Mackie (EY), and Jiunn Shih (Driscoll’s).