It’s not colouring in, it’s a craft
By Nickie Scriven

The organisers of Marketing Festival, due to be held in Prague next year, recently commissioned a documentary Making a Marketer which explores the key issues in marketing today. The documentary features marketing experts including the godfathers of effectiveness Peter Field and Les Binet, along with Mark Ritson – all of whom always deliver great insight and value. But I’d argue chief marketers’ troubles lie in the structural make-up of boards.

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