Festival of Marketing 2024

The title of Helen’s talk was trenchant: ‘Stop data-gazing and start creating’. It took marketers to task for taking their love of data to extremes and avoiding the much harder challenges of raising sights and innovating. Her ‘5 characteristics that accompany successful creative endeavour’ bust through the usual ’think-outside-the-box’ cliches to give marketers something a whole lot firmer to work with. It was gutsy stuff.