Mark Ritson has a PhD in Marketing and spent 25 years working as a marketing professor at places like London Business School, MIT and Melbourne Business School. He has also worked as a global brand consultant for top tier clients and for thirteen years served as the in-house brand consultant for LVMH - the world's largest luxury group. He’s been PPA Columnist of the Year a record 7 times in his native UK. More scholarly articles include the Sloan Management Review, Harvard Business Review, the Journal of Advertising and the Journal of Consumer Research.
From Converse to Ed Sheeran, Let’s End These Tedious Apology Tours
Step back from the heat for a second. Nobody seriously thought, for even a moment, that a Korean photographer shooting a Korean pop star for the Korean market was evoking [...]
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Publicis Really Didn’t Have to Choose Between Coke and Pepsi
Agencies seem to be the only business still beholden to conflict of interest.
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Newman’s Own and the Necessary Balance of Product and Purpose
New CMO Mark Anthony Edmonson is moving beyond charity-minded messaging.
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Don’t Let Retail Media Tell You It’s Brand Building
Retail media is a valuable channel—but it's not a reason to upend your budget.
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How Burger King Drank Wendy’s Milk Shake
Burger King ignored positioning, product, place, and price, all while promotion did the work. And then, Burger King stepped back, got it together, and kept it there.
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OpenAI Needs Two CMOs Because It Has a Problem Marketing Can’t Solve
OpenAI’s brand is in trouble right now. The company is simultaneously preparing for an IPO while projecting losses of $14 billion by the end of 2026. That is not a [...]
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Ferrari Just Pulled a Jaguar
Markets don't typically crater over design choices. They crater when they smell the potential for brand damage.
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Coca-Cola Is So Good at Marketing, Everyone Forgot to Notice
Coca-Cola is the marketing masterclass we should have been studying all along.
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The Real WPP Story Is in the Margin, Not the Revenue
When WPP posted its first-quarter numbers last week, one line did all the talking.
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These Marketing Concepts Have Become Meaningless—and They’re Sabotaging Your Strategy
Terms like insight, disruption, and engagement are misunderstood, misleading, and misdirect your media spend.
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