Create culture and ditch the excuses IAG CMO Brent Smart tells the finance marketing industry
The former CEO of Saatchi & Saatchi, Brent Smart, who was named IAG Group’s first-ever chief marketing officer earlier this year, has called on the financial services industry to get more adventurous and culture-focused in its marketing.
Speaking on the theme of low-interest marketing at the Mumbrella Finance Marketing Summit, Smart said the industry was missing huge opportunities, even where the briefs appeared low-interest and dull.
“Low involvement, low interest, low engagement – low tolerance, that’s what I’ve got for those words,” Smart said.
“I think they are marketing terms that are actually excuses. I think they are excuses for doing low-involvement marketing. I think they are excuses for doing boring marketing, I think they are excuses for creating more marketing pollution and if there is one thing the world doesn’t need, it’s more marketing.”
Looking forward to seeing where IAG brands head on Brent’s watch.
Nothing that this guy said was original. Will be interesting to see what “culture” he creates through an IAG lens during his tenure
Agree Jason nothing original. And please what’s with the Trump reference.
I’ve seen people dress up like captain risky so insurance ads aren’t doing too bad.
Interesting to see what he does, clear out the marketing team and do something edgy like put interracial and gay couples into commercials to reflect culture? Wow.
Why don’t you post these comments. Because he’s agreed to your mumbrella functions? Stop controlling the content.
Comment edited under Mumbrella’s moderation policy
https://mumbrella.com.au/a-note-on-mumbrellas-comment-moderation-policy-38054
Hi Insider,
The reason your comments haven’t been approved is because they are defamatory. Nothing to do with our events at all. Should you wish to discuss this with me directly, my contact details are on the site.
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Paul Wallbank
News Editor