In One Sentence…
How do you define effective marketing?
Action that successfully provokes a desired reaction.
What is the best advice you can offer to today’s marketers?
You don’t own your purpose, you only serve it.
How does creativity drive effectiveness?
Creativity has the superpower to disarm cynicism and indifference through insight, charm and surprise.
What is the biggest roadblock to marketing effectiveness?
Getting the right blend of consistency and freshness.
What do you hope marketing looks like in the next five years?
Hopefully we’ve evolved beyond applying generalised “rules of effectiveness” and entered a fun new era of experimentation.
Hugh is a 2022 Effie Awards Australia judge. Read more In One Sentence features.
