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Debating Group tackles whether brands expect marketing to be art or science
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Debating Group logo The Chartered Institute of Marketing sponsored a lively debate at the House of Commons about whether organisations now expect marketing to be more scientific than artistic – with those believing creativity is no longer enough for organisations narrowly winning the argument.

The Debating Group discussed the motion “Organisations nowadays expect marketing to be a science not an art”, exploring how the drive towards metrics and measurement is taking the profession down a more scientific route, and away from the creativity it is best known for.
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The event was chaired by Theresa May MP, and among those speaking for the motion were Sir Paul Judge, president of The Chartered Institute of Marketing, and Colin Shearer, senior vice president marketing at SPSS.

Passionately opposing the motion were Moray Maclennan, chairman, Europe, at M&C Saatchi and Simon Thompson, chief marketing officer at Lastminute.com Group.

The debate was opened to the floor and a number of well considered contributions and heartfelt pleas made for either side. The motion at the October 27 debate was then carried after a recount, with 50 votes in favour of the motion and 41 opposed.

Speaking after the event, Sir Paul Judge said: “I’m delighted that a more strategic and business-savvy view of marketing prevailed in the debate. Whilst creativity is, and will always remain, a fundamental part of marketing, organisations nowadays, particularly in these challenging times, want to see a more scientific and rigorous approach by their marketers that they can measure and monitor.”

The Debating Group, which involves leading trade associations including the ISP, tackles topical issues affecting the marketing and media industry. More details at www.debatinggroup.org.uk.

The next debate is on November 17, sponsored by the Internet Advertising Bureau. The motion will be: "Online advertising compromises privacy."

Those wishing to attend the event are urged to book early as places are limited, and admission is by invitation only (a small charge of £12 is made to cover administration costs). To attend, please contact Doreen Blythe on 020 8994 9177 or dblythe@varinternational.com.

Click on the motions below for details of previous debates:

The ISP wins debate on motion that, to maintain a brand’s reputation, well-run promotions are more important than good advertising.

"Using new legislation to control commercial communications online cannot lead to high standards."

"A digital switchover date is crucial to secure radio’s future."

"Responsible marketing to children makes them confident and empowered consumers."

"Government information should be free of charge"


October 31, 2008
 
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