Ritson returns to Mumbrella360 to trash marketing myths
Mark Ritson -- shown here in 2017 -- will take to the stage once again at Mumbrella360 in May
The inimitable Mark Ritson will take the stage at this year’s Mumbrella360 with a warning that the industry’s biggest threat isn’t disruption, it’s a collapse in core marketing skills and confidence.
Never short of an acerbic remark, the founder of the Mini MBA course will headline the session Marketing Anchors: the case for capability in an era of transformation, joining a stellar roster for the three-day Mumbrella360 conference, running May 26–28.
Marketing is moving at breakneck speed, yet new research from Ipsos and Ritson shows the industry’s foundational knowledge is increasingly fragile. In a global study of 1,226 practitioners, only 35% met a basic capability benchmark. While recognition of classic frameworks like the 4Ps remains strong, understanding of critical growth mechanics, including excess share of voice (ESOV), penetration, and research methodology, is slipping.
