Publications

Antonio Lucio on walking into three companies mid-transition and starting each time in the same place, the four things he says the industry controls outright, and the purpose

WPP's chief executive on what creative transformation actually buys a client, the three decisions he took early because they were the riskiest, and why a CMO's job is

Coca-Cola's sparkling CMO on interdependency by design rather than goodwill, four ways to take sugar out and the local judgement about which to use, and asking why the

Michael Diamond went from Oxford to a theater degree to a cable company's marketing department to teaching it. He argues that intellectual curiosity, not a discipline, is what

Paul Polman on the training program that came before the strategy, why he refuses the word courageous for his own decisions, and the answer he gives marketers who

The Adecco Group's chief financial officer on taking finance away from its desk, why a budget is a guardrail and not a bible, and the recruitment statistic he

Silvia Lagnado on the film that changed an executive committee's mind, a company founded fifty years ago to make a difference, and what she thinks has and has

The former P&G global marketing officer argues that purpose has been found and activated but never measured, and that this is why the skeptics remain.

The CMO of Facebook talks to Marc de Swaan Arons about stakeholder convergence, finding a company's founding purpose, and what he says marketers can actually control.