In One Sentence…
How do you define effective marketing?
A classic definition of marketing effectiveness seems to be less relevant to the highly uncertain reality we experience at present—in my opinion, nowadays we should define effective marketing as quickly reaching tangible targets with reasonable cost of applied resources.
What marketing trend(s) are you excited about right now?
AI, its unprecedented speed and how it penetrates various areas of our everyday reality.
How does creativity drive effectiveness?
I’ve been a strategist since I started my career over 20 years ago and trust me, creativity not only drives effectiveness, but it’s the essence of effectiveness. It doesn’t matter if you analyzed data, developed a powerful concept or made creative, viral content at the end. Unless you applied creative thinking into the process you are not able to reach beyond market average.
What’s your favorite effectiveness win from the last few months—personal or professional?
This is super down to earth, but I revolutionized my everyday behaviour. I have reorganised my wardrobe, this time using mainly functional criteria rather than identity-based. That reduced the number of clothes I am using by 50%.
What do you hope marketing looks like in the next five years?
I wish that implementing AI throughout different marketing disciplines will become more idea- and human-oriented, despite the increase in applied technologies.
Tomek was a 2023 Effie Europe judge. Read more In One Sentence features.
