Making a Marketer: a Marketing Festival documentary

In 2020 Marketing Festival set out to meet that year's speakers and Mark Ritson, whose 2019 talk was the festival's best received ever, and asked them what makes a good marketer. The film features Mark Ritson, The Long and the Short of It authors Les Binet and Peter Field, consultant Helen Edwards of Passionbrand, Tom Goodwin of Zenith and copywriter Vikki Ross, who led copy for brands such as Sky and Virgin Media.

You'll learn why effectiveness and efficiency are not the same and why chasing savings weakens brands, what Ritson means by tactification, how brand building makes short-term performance advertising cheaper, and why creative awards reward one-off ideas. Helen Edwards explains why to go back to product basics, Tom Goodwin why technology should serve people, and Vikki Ross why you shouldn't write lines no customer would ever say.