26 September 2018
The Drawing Room
It’s probably fair to say that many outside the profession wouldn’t put the words ‘marketing’ and ‘ethical’ in the same sentence. We know that many consumers equate ‘marketing’ with sharp practice and a sense of being parted from their money almost unwillingly.
Andrew argues that all business leaders have a responsibility to set the record straight but, more importantly than that, to make sure that the organisations they work for practice ethically in the first place.
He says that it’s not only moral but makes good commercial sense too. He believes that marketing has much to learn from the ethical and regulatory practice of other professions too.
He’s well placed to understand the challenges. Earlier this year he completed ten years as a board member of the European Marketing Confederation, the last five of those as Chair. He’s been Chair of the Chartered Institute of Marketing and chaired its Ethics Committee as well.