Rupert Price, Group Chief Strategy Officer, DDB Group Aotearoa NZ

In One Sentence…

How do you define effective marketing?
Effective marketing connects the magic in the product with the magic in the customer; it creates products and services people just want in their lives.

What marketing trend(s) are you excited about right now?
I think we are entering a new age of conscientious consumption, marketing will play a significant role in helping people satisfy their needs in the short term with their desire to do the right thing in the long term.

How does creativity drive effectiveness?
Depending on which figures you believe, around 95% of all marketing communications is ignored or screened out by the audience it’s meant to reach—creativity breaks through the audiences’ ‘marketing firewall’ in fresh and unexpected ways because it just can’t be ignored.

What is the biggest roadblock to marketing effectiveness?
Assuming that playing safe will work best.
Marketing effectiveness comes from resisting what feels comfortable and instead embracing what feels uncomfortable.

What do you hope marketing looks like in the next five years?
Recent figures in the UK suggest Advertising adds extra 32% to annual carbon footprint of every person—marketing in five years will sell moderation, making people more satisfied with less instead of more and making the old or used a more preferable choice to the new.

Rupert is a 2022 Effie Awards Aotearoa winner. Read more In One Sentence features.