Beyond Customer Centricity

‘There is only one valid definition of business purpose: to create a customer…. Because its purpose is to create a customer, the business enterprise has two—and only these two—basic functions: marketing and innovation.’  — Peter Drucker   Peter Drucker’s words are frequently used – and perhaps over-used – to justify a business focus on the… Continue reading

The Awards for Creativity in Advertising We Should (Also) Be Giving

It is again time for the Cannes Lions International Festival of Creativity.   Formerly known as an ‘International Advertising Festival,’ the annual event’s official name was changed in 2011 to reflect the rapidly changing fields of brand marketing and creative communications and to embrace the innovation increasingly emerging from adjacent industries based in technology and client… Continue reading