
In One Sentence…
How do you define effective marketing?
That whose value a company’s shareholders would appreciate.
What is the best advice you can offer to today’s marketers?
No number of shiny new toys will solve a problem if they’re thrown in the wrong direction.
How does creativity drive effectiveness?
Money and mechanisms can make any brand seen, but creativity makes it stick.
What is the biggest roadblock to marketing effectiveness?
Not knowing why we’re doing what we’re doing.
What do you hope marketing looks like in the next five years?
Solution-agnostic, more focused on ‘marketing’ than the prefixes (‘digital’, ‘social’, ‘event’, ‘loyalty’, ‘influencer’) that often precede and limit it.
Frederick was a 2022 Effie Singapore judge. See other In One Sentence features.