The Insights Blog

How to develop your marketing philosophies

How to develop your marketing philosophies

Develop Marketing

You are growing in your career as a marketer or agency executive and you want to run the show. 

There is little training available these days, so you are mostly learning on the job. What do you need to know? How do you advance your knowledge and vision?

Here’s a hint: successful, modern CMOs and agency leaders have well-developed philosophies of leadership, marketing and advertising.

And we have some advice on how to quickly expand your knowledge and help contribute to having your own personal philosophies.

Here is some easy to use advice for marketers and agency executives that want to shine and someday be CMOs or run agencies:
Read Seminal Marketing Books
Much of what we are taught or believe about marketing is simply wrong. Read the best:

The Long & Short of It by Les Binet & Peter Field
The Attention Economy by Karen Nelson-Field PhD
How Brands Grow by Byron Sharp
Building Distinctive Brand Assets by Jenni Romaniuk
How Not to Plan by sarah carter and Les Binet

Follow the Right Thought Leaders
There is a lot of smart marketing discussion on LinkedIn and some great blogs to follow. Here’s a starter list of folks to follow on LinkedIn and elsewhere:

WARC – Strong marketing knowledge
IPA and Effies – Amazing case study databases
Andrew Tindall – Shares daily inspiration from System1 ad research
Dale W. Harrison – for amazing measurement thought leadership
Professor dr. Koen Pauwels – insightful writing on marketing measurement
Dr. Grace Kite – insightful marketing analysis
Edward Cotton – a top notch brand and creative strategist
Ian McGrath – posts on media and marketing strategy
Digiday, Ad Age, Adweek, Campaign Live, The Drum – trades covering a wide range, keeping you current
Drew McLellan – for small agency advice
Gini Dietrich – developer of the PESO model

And of course you can follow me and Mercer Island Group and subscribe to our newsletter at the bottom of our home page.
Learn from Your Agency Partners
Your agencies work with a variety of clients and face a myriad of marketing challenges daily. Listen and learn from them!
Get Trained

Train yourself and your people! Learn how to better use data (try Dr Grace Kite‘s course at magic
), learn how to brief or evaluate advertising (we can help at Mercer Island Group), make
available the right testing methodologies (try System1).

Invest Appropriately

Invest in AI, even for strategy work (we do at Mercer Island Group! Try – the best strategy AI for agencies and marketers; tell them we sent you for extra features).

Take Care of Yourself
And, recognize that your job is tougher than it ever has been before.
Take care of yourself. Get enough sleep. Eat well. Exercise. Be kind.
Steve Boehler, founder, and partner at Mercer Island Group has led consulting teams on behalf of clients as diverse as Ulta Beauty, Microsoft, UScellular, Nintendo, Kaiser Permanente, Holland America Line, Stop & Shop, Qualcomm, Brooks Running, and numerous others. He founded MIG after serving as a division president in a Fortune 100 when he was only 32. Earlier in his career, Steve Boehler cut his teeth with a decade in Brand Management at Procter & Gamble, leading brands like Tide, Pringles, and Jif.