Do the Don't

"The key is to get to the big ideas that help change the future of brands. But to do that, you have to touch the audience deeply, which will help change their behaviour. To me, the definition of creativity is that when you come into contact with it, it transforms you or your vision of the world. It happens with film, music and it should happen with advertising and marketing. But unfortunately, mediocrity and blandness prevails there today," explains Jules Chalkley, Chief Executive Creative Director at Ogilvy UK. 

According to Chalkley, if we want to change the future of the brand, we need to let its value proposition shine through, which will ultimately improve its profitability. To explore possibilities beyond the edge, we need agencies and commissioners to have more honest and courageous discussions. Without this, nothing will change, however difficult and sometimes uncomfortable the process may be.  

An interview with Jules Chalkley was published in Marketing & Media magazine and is also available online in an abridged version.