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The new research from Anthropic casts a ten year shadow over everyone’s marketing future. This week’s ADWEEK column.

Here it comes. The nonsense defense for not getting trained in the thing you profess to be an expert in. Utter nonsense. I repeat: Training in marketing makes you better at marketing. Yes there are bad training courses. Yes there are a few marketers without training who made good. They are called outliers. Stop making them the exceptional explanation. We have made marketing a bozo discipline where your gut, the “feels” and 3 hours of Gary Vee on youtube passes for knowledge. Enough.

Tomorrow I will be presenting a special virtual talk on Branding. Growth! 10 Drivers after 10 Years of DVJ Analysis, is an attempt to look at the wonderful work that DVJ Insights have being doing for the last decade on what does and does not drive commercial brand success. I will share my own top 10 based on their data and my own very skewed perspective. Registration is open here: https://lnkd.in/e_eiScPv It's free. If you register before kick off - you can watch it later. And it's going to be sexy and unpretenious and practical in a very Dutch kind of way. See you tomorrow? #Gedogen #Nuchter #Gezellig

A new company - Evidenza - is pioneering the creation of synthetic data. The potential is mind boggling. This week's column:

I was trained in America. Made there in the Nineties. I was constantly amazed at how advanced marketing was there, then. So it was a big moment to go back with Ipsos to NYC last week and show them that two thirds of their marketers cannot pass a basic marketing test. And the reason? Not age, not category, not gender. Training. Trained American marketers are 6x more knowledgable about marketing. And also more likely to do a ton of other shit better from budgeting to strategy to staying in the discipline. I’m tired of this bullshit narrative that “you don’t need training to be good at marketing” or even worse “training in marketing can make you bad at it”. We are a deeply, uniquely screwed up culture. Let’s end it. Training in marketing makes you better at marketing. That should not even require a post. And yet because 65% of our discipline have no formal training in the subject there is always a BS case to be made against getting trained in the thing we do from people who should know/do better. Enough. The data is clear. Training in marketing makes you better.

Less AI noise. More AI business solutions. PwC helps you turn hype into practical solutions, so AI starts solving real business problems, fast.

The new research from Anthropic casts a ten year shadow over everyone’s marketing future. This week’s ADWEEK column. https://lnkd.in/gdT4u9Gm

I was trained in America. Made there in the Nineties. I was constantly amazed at how advanced marketing was there, then. So it was a big moment to go back with Ipsos to NYC last week and show them that two thirds of their marketers cannot pass a basic marketing test. And the reason? Not age, not category, not gender. Training. Trained American marketers are 6x more knowledgable about marketing. And also more likely to do a ton of other shit better from budgeting to strategy to staying in the discipline. I’m tired of this bullshit narrative that “you don’t need training to be good at marketing” or even worse “training in marketing can make you bad at it”. We are a deeply, uniquely screwed up culture. Let’s end it. Training in marketing makes you better at marketing. That should not even require a post. And yet because 65% of our discipline have no formal training in the subject there is always a BS case to be made against getting trained in the thing we do from people who should know/do better. Enough. The data is clear. Training in marketing makes you better.

I’m going to be at SXSW presenting data on the current state of marketing knowledge among American marketers (it’s not good) and proposing the insane idea that training in marketing makes you better at marketing. It’s an incendiary presentation. If you’re in Austin next week you should be there. Sign up here..

I was trained in America. Made there in the Nineties. I was constantly amazed at how advanced marketing was there, then. So it was a big moment to go back with Ipsos to NYC last week and show them that two thirds of their marketers cannot pass a basic marketing test. And the reason? Not age, not category, not gender. Training. Trained American marketers are 6x more knowledgable about marketing. And also more likely to do a ton of other shit better from budgeting to strategy to staying in the discipline. I’m tired of this bullshit narrative that “you don’t need training to be good at marketing” or even worse “training in marketing can make you bad at it”. We are a deeply, uniquely screwed up culture. Let’s end it. Training in marketing makes you better at marketing. That should not even require a post. And yet because 65% of our discipline have no formal training in the subject there is always a BS case to be made against getting trained in the thing we do from people who should know/do better. Enough. The data is clear. Training in marketing makes you better.

Sundays big match between Arsenal and Man City was overshadowed by the channel, actually channels, broadcasting the game. Consolidation, mergers and the Rule of Three come to TV:

Brand strategy doesn't get more real-time than this. Starbucks is in the middle of one of the most watched repositioning plays in recent memory. ADWEEK’s Will Lee and MiniMBA’s Mark Ritson are breaking it down live as it unfolds. In 30 minutes, get a front-row seat to how world-class marketers diagnose brand drift, rebuild relevance, and execute a turnaround with conviction. This is the kind of strategic thinking you can bring back to your own brand immediately. 🔗 Register here: https://bit.ly/4dmKLxg

The two UK broadcasters once fought for audiences 🥊 Now they are sharing them, a sign that television is entering an era where consolidation is no longer optional. Hear more on this from Mark Ritson: https://lnkd.in/e-MzmCHj