In One Sentence…
How do you define effective marketing?
The art of persuasion / successfully changing (or reinforcing) the perceptions and behaviour of your target audience.
How does creativity drive effectiveness?
Aristotle had it right: “people are moved to action by how a speaker makes them feel.”
What aspects of effective marketing do you believe remain constant, even in the face of change?
An unquenchable thirst for understanding people’s true needs and desires.
What inspires effectiveness for you?
A passionate desire to prove that creativity really is the most powerful tool a business or brand can wield.
What do you hope marketing looks like in the next five years?
More creative, less forgettable, better informed.
Xavier sits on the Effie UK Council. Effie Awards UK is accepting entries for its 2022 competition through May 6, 2022. Learn more and enter your most effective work here.
