The secret of successful CMOs: it’s all about demand

If strategy, and advertising more broadly, is going to have a voice at the top table, it needs to speak in a language that the money men understand: demand. Here, Oliver Joyce, a partner at Mindshare Worldwide, explores how advertising can reframe the conversation.

Simple truths, whether in ads or conversation, can stop people in their tracks. To question the decisions and directions that they have taken. When a friend recently posted some 80s photos the only thought in my (now un-mulleted) head was ‘what was I thinking?’

And this feeling is the same one I have when I look back at the recent history of advertising. From interruption to engagement, from friends to conversations, from the death of TV to the growth of different size TVs, from brand building to brand versus performance. What have we been thinking?

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