Has marketing really changed or have marketers simply forgotten the fundamentals?

Recorded live at Cannes Lions, Justin Cooke sits down with Mark Ritson, founder of MiniMBA, to explore why the principles of great marketing remain remarkably consistent, even as AI transforms the tools we use.

Mark shares his views on market orientation, strategy before tactics, the future of synthetic research, brand consistency, marketing education, and why too many organisations are chasing trends instead of building brands. He also gives his unfiltered perspective on AI, creators, Cannes Lions, and what the next decade means for marketers.

If you're looking beyond the hype to understand what really drives marketing effectiveness, this is an episode you won't want to miss.

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