Margaret Gilsenan, Partner and Head of Strategy, Boys + Girls

En Unu Frazo...

Kiel vi difinas efikan merkatadon?
Effective marketing is about starting at the end and from the beginning having a really clear end goal in mind; and that goal needs to be the focus of everyone working on the campaign.

Pri kiaj merkataj tendenco(j) vi ekscitas nun? 
For all the obvious reasons, AI is making me both excited and nervous in equal measures.

Kiel kreemo kondukas efikecon? 
Creativity is the catalyst that converts strategic theory to real life effectiveness.

Kio estas via plej ŝatata efikeco de la lastaj monatoj—persona aŭ profesia? 
Hearing one of our most aesthetically focused creatives, talk not just about the beauty of the work they were presenting, but talk passionately about how it would drive behaviour change.

Kiel vi esperas, ke merkatado aspektos en la venontaj kvin jaroj? 
Wherever it appears, I hope that the message remains the master and that effectiveness is being measured by the actual impact messaging has on consumer behaviour and brand performance; not measured only by the efficiency of its delivery.

Margaret is a 2023 Tutmonda Best of the Best juĝisto. Vidu pliajn funkciojn de En Unu Frazo.