Antony Hill, Head of Creative Works, UKI, Google

In One Sentence…

How do you define effective marketing?
Effective marketing profitably delivers a blend of long and short term growth for brands.

What is the best advice you can offer to today’s marketers?
Ignore fads, know your audience, concentrate on the basics, be consistent and strive for bravery in execution.

How does creativity drive effectiveness?
Creativity is the last unfair business advantage out there.

What is the biggest roadblock to marketing effectiveness?
Paralysis—lazy interrogation of the challenge and a fear of acting in an unproven way.

What do you hope marketing looks like in the next five years?
I hope marketing as a function and marketeers as individuals regain their mojo, to be re-recognised and cherished for their transformative business impact.

Antony was a 2022 Effie Europe judge. See more In One Sentence features.