Dr Alex Connock (Missile) Dr Cammy Crolic (SBS) and John Summers (Halle Orchestra), said that the most successful companies are the ones that are least businesslike, and suggested that businesses would do well to ‘inject creativity’ into their marketing strategy at the second annual Oxford Future of Marketing Symposium recently. This idea supports recent research from Oxford Future of Marketing Initiative (FOMI)which finds that businesses that presented themselves with a more social, human persona on social media, as opposed to a corporate brand, had stronger brand performance from their advertising.
Connock concluded by stating that hiring new creatives and cultivating their originality would help businesses to thrive. ‘These are the people that come up with zeitgeist changing ideas. They are the ones who are looking for new ways to do things, rather than focusing on the bottom line.’
Courtesy: Said Business School