Cock Up Confessionals: marketers on learning from their mistakes
Jon Bradshaw, Anthony Gregorio, Ray Noble
In the next of our video series from the Mumbrella360 conference, we speak with a panel of marketers about their biggest stuff ups in our Cock Up Confessional.
The panel included Ray Noble, brand director of Beam, Nick Stace CEO of Choice, Anthony Gregorio, group CEO of Euro RSCG Australia and Jon Bradshaw, brands director for Lion. The session was moderated by Damian Pincus, founder of The Works.
In the video highlights the panel discusses:
Is there a spare seat for Andy Lark??
I love panel discussions, they give everyone the golden opportunity to bullshit with confidence. As soon as anyone makes a statement rooted in the golden mean, the rest of the panel begins head nodding and the next person to speak will say something like “Well I agree Roger, I mean……etc etc.
Edison illuminated the world, but he burned out a hell of a lot of filaments and exploded a great many globes before he did.
All creative work is a risk, all creative work involves ego, all creative work must be given lebensraum. Of course the CEO thinks he/she knows more about the brand than anyone else, ego insists upon it, every hack sales person will tell you that they know more about the product than anyone else.
The truth may well be that both the CEO and every salesperson in the business does in fact know more about the product. A marketer and advertiser should know more about how to place and sell and boost not only that product in the marketplace, but any product that comes along, even the one about which we know nothing. Otherwise, we would all be either CEOs or sales people, or in some cases, bean canners, painters or plastic moulders..
Enjoyed the comments and insights and agree with much of the comments on taking risks and making mistakes. But one major criticism: it’s not really OK to use the word “retard” in the way not one but two of the panellists did. I’m not a prude with language, I’ve just done a fair amount of work on disability and it really crosses the line. Shame that spoiled a video I would otherwise have shared.
Simon, You’re right. I apologise. It’s a cheap gag, sadly not even that funny. I blame the heat of the moment and a temporary disconnect between brain and mouth. But no excuses, mea culpa. Yet another cock-up to add to my reel. Arse. Jon