Abstract

Abstract:

Drawing from his expansive career—from being chief strategy officer for VMLY&R to chief marketing officer at the UN World Food Programme to a preceptor, adviser, and mentor at the University of Oxford's Saïd Business School—Saul Betmead, a leading global marketer and strategist, offers a deep dive into the intricacies of the advertising industry. The interview covers the benefits of advertising; its influence on culture; the importance of diversity, equity, inclusion, and belonging (DEIB); and the crucial role of good mental health in creativity. He critiques the industry's shortsightedness, advocates for authentic brand purpose, and stresses the significance of long-term thinking. His advice for students, professors, and practitioners revolves around broadening perspectives, challenging assumptions, and foregrounding empathy. Betmead urges everyone to continually interrogate and redefine their assumptions, both personally and professionally.

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