The future of marketing, according to Ken Wood, CEO, The Weetabix Food Company
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In celebration of our 50th Anniversary we asked 50 CEOs from some of the world’s most successful companies, to answer a single question: ‘What role will marketing play in the future success of your business’. The interviews were collated into our book The Future of Marketing and we will be publishing extracts here weekly. Some thoughts from Ken Wood.
Increasingly, it seems to me, marketers are retreating into their ivory towers and focusing on advertising, packaging and promotions and – if they are particularly visionary – new products! Not that any of these are unimportant – far from it – but they are not ends in themselves.
Marketers must embrace the total supply chain. A marketer at whatever level in the organisation should be the managing director of that brand or group of brands for which they have responsibility. They should have an absolute grip of everything, from the source, nature and cost of the raw material that go to make up that brand, through to an in-depth insight into their consumers and everything – and I mean everything – in between. They should be the resident expert; the one who people will turn to for knowledge, insight, expertise and vision. Failure to do this will result in marketers being sidelined and as a result, organisations and brands not reaching their full potential.
Posted: May 6th, 2010 | Author: elen.lewis | Filed under: Leadership Central | Tags: ken wood, marketing society, the future of marketing, weetabix | Leave a Comment »
