The Drum’s editor-in-chief questions whether Marc Pritchard’s CPG-centric viewpoint on marketing is the right compass for the entire industry.
The marketing landscape has always been a complex tapestry woven from threads of creativity, strategy and an ever-evolving understanding of consumer behavior. Yet, defining marketing in precise terms remains a challenge. Recent discussions at the ANA Masters of Marketing conference highlighted this ongoing struggle, underscoring a fundamental tension: the push for measurable effectiveness versus the need for unbridled creativity.
In an industry that thrives on innovation, there’s a growing concern that an overemphasis on performance metrics is steering marketing toward a more tactical, short-term focus. This shift risks sidelining the strategic, long-term vision that true marketing excellence requires. When campaigns are judged predominantly by immediate returns, the space for creative risk-taking narrows, potentially stifling the very ingenuity that can set a brand apart.
At the heart of this debate is Marc …