Marketing to the marketers

Chantal WalkerWhat sort of marketing appeals to the people who do it for a living? Jason Mountney finds out on a piece that first appeared in Encore.

Andy Lark has a confession. “I’m an advertising tragic,” says the chief marketing officer at Commonwealth Bank Australia. “I’m hopeless. When I see an ad, I can’t help wishing we’d done it or feeling glad we didn’t.”

For many in Australia’s marketing industry, every ad break, newspaper insert and commercial interruption to their favourite radio show is analysed, mentally dissected and held up against their own output.

Some impress and leave green-gilled professionals wishing they’d come up with that idea first, while other campaigns leave them thinking, “there but for the grace of God…”

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