Ask Keith Weed: how can marketers galvanize their businesses around consumers?

Each week, revered marketer and president of the Advertising Association Keith Weed, who will be one of the delegates at The Drum's Can-Do Festival, will take questions from marketers around the world, using his experience to help solve their problems. ​Kristy McCready, chief marketing officer, Homeserve: Keith, I remember you being quoted (in The Drum I think) as saying that when marketeers feel left behind by their consumers, it’s usually because they are. So, how do you galvanize an organization around the need to move with your consumers when you have embedded and proven growth drivers in place that are holding you back?Keith: Firstly, I’d say that most companies would celebrate having embedded and proven growth drivers! I think you’re right to be concerned about whether these drivers will continue to be so, as consumers’ lives and aspirations change. It is important, as a chief marketer, to challenge this. As a marketeer, you need to know where consumers are – and, more importantly, where they are going – to ensure you can serve them better. If you can understand the dynamics of the consumer and the market, and then share that in your company, you will be providing valuable insight.

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