COVER STORY
By David Wheldon
CREATING “DUMB” WAYS FOR
MARKETING AND THE BRANDS
WE WORK FOR TO DIE
Marketing Africa magazine brings you an abridged version of the State of The
Union Address delivered on March 17th 2016, in Kuala Lumpur, by Mr. David
Wheldon, CMO at RBS, and World Federation if Advertisers (WFA) President.
E
veryone keeps telling me that there’s never
been a better time to be in marketing. My
grey hair tells you that I’ve been around a
bit so I can make the comparison. I certainly agree
that we work in exciting times.
Marketing budgets are being redirected from
Europe and North America to huge emerging
markets, many of which are Asian.
Technology gives us new tools and ways to reach
more and more people. Consumer behaviors and
media channels change by the day.
00 MAL 11/16 APRIL