Marketing industry in danger of being out of touch with culture, says Magnum & Co’s Carl Moggridge

June 9, 2021 10:02

The marketing and communications world is in danger of being out of touch with culture, by focussing primarily on marketing science, according to Magnum & Co managing director, Carl Moggridge.

“There’s a lot of untapped potential around understanding values,” Moggridge told Mumbrella. “Marketers tend to just create emotional stories, and try and be storytellers. What that does is it allows the rest of the industry, whether it’s advertising and media, to jump on quite a lot of the marketing science and then interpret it in very inaccurate ways.”

Understanding values leads to better thinking, better ideas and improved understanding of the target customers as a marketing professional, he added.

Carl Moggridge

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Emma Shepherd

Emma Shepherd was the acting deputy editor at Mumbrella who has over seven years of print and digital experience in the industry and has previously worked as a reporter for media outlets Bauer Media (now Are Media), Yahoo Australia, and a content strategist and writer for various independent marketing agencies.

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