Making a Marketer 2: Lessons from the World's Top Marketers

After its first documentary in 2020, Marketing Festival set out again, with a crew of two and a three-month deadline, to put questions to the biggest names in the field. In London, Mark Ritson explains why he has moved away from the holy trinity of segmentation, targeting and positioning. In Adelaide, Byron Sharp of the Ehrenberg-Bass Institute defends mass marketing, while Tom Roach, Zoe Scaman, John James and Jes Scholz add the view from agencies, smaller businesses and search. Steffen Saemann of Tchibo describes how working with the Ehrenberg-Bass Institute got the Czech coffee brand Jihlavanka growing again.

You'll learn when ROI makes sense and when it does damage, why Nike lost ground after moving its money into performance marketing, and how to defend a brand budget in front of a CFO. The film also asks what a small brand should do against a big one. The second half is about AI: Ritson believes in synthetic data and model-made strategy, Sharp rejects it, and Zoe Scaman expects AI to thin the ranks of strategists.