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B2B needs Don Draper. We all need to remember the marketing lessons that Don Draper intuitively knew. B2B marketing has become repetitive – there’s an overfocus on the rational, on sales activation, and short-term goals. B2B marketers have forgotten the human element of advertising that Don Draper always looked for, the importance of finding the emotional truth that should drive every campaign. And we’ve forgotten the one thing that Don Draper never did; to be successful, you need to stand o ...
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Cos Mingides is one of the Co-Founding Partners at True, one half of the creative spark for this podcast series. True was founded in 2012 to be a different type of B2B agency - to break free from the world of short-term 'performance' and the kind of marketing that swamps the industry without much deeper impact. We talk about: What being 'a bit more…
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Richard Parsons is the Co-Founder and Managing Director at True, one half of the creative spark for this podcast series. True was founded in 2012 to be a different type of B2B agency - to break free from the world of short-term 'performance' and the kind of marketing that swamps the industry without much deeper impact. We talk about: What being 'a …
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Mark Cullen is the Chief Marketing Officer at Simon Kucher & Partners. Simon Kucher & Partners is a global consulting firm specialising in strategy, marketing, pricing, and sales. Founded in 1985, the company now has around 1,400 professionals worldwide and is regarded as the world's leading pricing advisor and thought leader. We talk about: How st…
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