art in marketing
DESCRIPTION
A more refreshing approach to brand management. Art in Marketing help businesses make their brands truly extraordinary.TRANSCRIPT
The art in
The art in
by John Hawkes and Joni Hawkes
by John Hawkes and Joni Hawkes
MARKETING
MARKETING
‘Let each man exercisethe art he knows.’
AristophanesDramatist
© art in MARKETING ltd. 2009
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© art in MARKETING ltd. 2009
SOME TIMELESS TRUTHS DEDICATED TO THE
REAL ARTISTS OF MARKETINGAND TO THE BRANDS WHO
DESERVE THEIR TOUCH.
‘Art arises when the secret vision of the artist and the manifestation of nature agree to fi nd new shapes.’Kahlil GibranPoet
IT’S MORETHAN THAT.
Dancing the steps does not make an Astaire.Writing a sonnet does not make a Shakespeare.Painting a picture does not make a Rembrandt.
Playing a piano does not make a Beethoven.Kicking a ball does not make a Pele.
‘Where the spirit does not work with the hand, there is no art.’Leonardo da VinciScientist and Artist
There is little specialness or magic to be found in the science alone.
It takes personal vision, creativity,imagination, discipline, experience, and
passion to make a masterful artist.
Cunning; imaginative skill...Practical application of any science.(The Concise Oxford Dictionary)
ART: n.
ARTist. n.
MASTERGENIUS
VIRTUOSO
‘True art is the intermediary between man’s ordinary nature and his higher potentialities.’EF SchumacherEconomist
Artists, from all walks of life, are at their best when grounded in sound technical capability combined with
something quite extraordinary.
WHAT IS THAT SOMETHING?
‘After a certain high level of technicalskill is achieved, science and art tend to coalesce... The greatest scientists are always artists as well.’Albert EinsteinPhysicist
It is the unique ability to perfectly blend a skilful hand with a seeing eye and a soulful heart.
Great artists master the technical side of their trade with great precision. They then reach deep within themselves to bring to life a powerful and
personal expression that truly moves people.
ART: n.Cunning; imaginative skill. The practical application of [MARKETING] science.
We believe that the world of marketing can learn and apply a great deal from the world of art - in all its forms -
be it painting, writing, acting, dance, music or sport.
Just as an audience appreciates and values the performance of a master artist, a brand’s audience will
have higher regard for that brand when it assures them at a functional level and amazes them at an emotional level.
Marketing, like art, is more than the outcome of scientifi c analysis, more than obeying the rules, more
than logic. It is about taking the understanding that the science helps provide and discovering an idea that
transcends the very science that helped conceive it.
This is the art in marketing.
‘When love and skill work together, expect a masterpiece.’John RuskinCritic
We believeEvery brand should have an extraordinary purpose.
Everyone who looks after a brand should have an extraordinary purpose.
Such extraordinary purpose cannot be found through science alone.
It takes science PLUS guts, imagination, passion and a commitment to doing something very good for people.
It requires exceptional talent delivering valuable brands that make a real difference to the people they serve.
It’s what we call marketing artistry.
MARKETING ARTISTRYSuccessful Marketing Artistry is the bringing together of science, skill, soul, and sight in a carefully scripted and signature way.
MARKETINGSIGNATURESCIENCE
SCRIPT
MARKETINGEET
SIGHTSUCCESS
SKILLSOUL
‘Science is built up of facts, as a house is with stones; but a collection of facts is no more a science than a heap of stones is a house.’ Henri PoincarePhysicist
‘Science does not know its debt to imagination.’ Ralph Waldo EmersonEssayist
Science
STUDYKNOWLEDGE
DISCIPLINE
Marketing Artistry is rooted in, but not paralysed by
effective marketing science. It is disciplined and insightful.
It transforms information into useful knowledge and
understanding. It gives people fi rm ground to stand upon.
Science: n. Study or knowledge of the physical or natural world, based on observation and experiment.
Profi cient application of facts or principles.
‘Vision is the art of seeing what is invisible to others.’ Jonathan SwiftSatirist
‘An artist must have his measuring tools not in the hand, but in the eye.’MichelangeloPainter, Sculptor and Engineer
Sight
Sight: n. The ability to see; seeing; the
distance within which you can see.Something seen or worth seeing.
PERCEPTIONVISION
VIEW
Marketing Artistry sets a clear vision for the brand
and its people. It sees things through a high-powered lens,
stretching the business toward the highest place possible.
‘It is possible to fl y without motors, but not without knowledge and skill.’Wilbur WrightInventor
‘Learning is a treasure that will follow its owner everywhere.’Chinese Proverb
Skill
Skill: n. Ability to do something well.
EXPERTISEPROWESS
TALENT
Marketing Artistry taps into all the special talents and experiences
of the people that come together for the good of the brand. It
inspires a culture of rewarding and enjoyable learning.
‘In art, the hand can never execute anything higher than the heart can inspire.’Ralph Waldo EmersonEssayist
‘All great art is the work of the whole living creature, body and soul, and chiefl y of the soul.’John RuskinCritic
Sou
l
Soul: n. The emotional part of human nature;
the seat of the feelings or sentiments. Deeply felt emotion, as conveyed or
expressed by a performer or artist.
BEINGESSENCE
SPIRIT
Marketing Artistry discovers how to make a brand really tick with
people. It sets the rhythm for the organisation. It is the soul-stirring
heartbeat of the business.
‘What is the use of running if you are not on the right road.’ German Proverb
‘Every script I’ve written and every series I’ve produced have expressed the things I most deeply believe.’Michael LandonDirector
Script
STORYPLAYBOOKDIRECTION
Marketing Artistry creates a compelling script for the brand
and the organisation to follow. It provides a clear strategic plot for
the business that liberates people to perform to their full potential.
Script: n. To plan or devise;
make arrangements for; a manuscript or document.
‘Always be a fi rst-rate version of yourself, instead of a second-rate version of somebody else.’ Judy GarlandActress
‘A work of art is the unique result of a unique temperament. Its beauty comes from the fact that the author is what he is.’ Oscar WildePoet
Signatu
re
Signature: n. Any unique, distinguishing aspect,
feature, or mark.
CHARACTERISTICDISTINCTION
HALLMARK
Marketing Artistry transforms a commodity into a treasured
asset that must be safeguarded and nurtured. It distinctively and
affi rmatively declares the brand’s beliefs, values, and certainties.
‘However beautiful the strategy, you should occasionally look at the results.’ Winston ChurchillPolitician
‘It had long since come to my attention that people of accomplishment rarely sat back and let things happen to them. They went out and happened to things.’Leonardo da VinciScientistMathematicianEngineerInventorAnatomistPainterSculptorArchitectBotanistMusicianPoetand Writer
Success
ACHIEVEMENTGAIN
PROSPERITY
Marketing Artistry creates and delivers value continuously for a brand and its people. Every action is purposeful.Its appetite for betterment
and prosperity is insatiable.
Success: n. The favourable or prosperous attainment
of an aim or endeavours.
‘Art is not a mirror held up to reality, but a hammer with which to shape it.’Bertolt BrechtPlaywright
‘The aim of art is to represent not the outward appearance of things, but their inward signifi cance.’AristotlePhilosopher
For many years we have travelled through the world of marketing, nurturing large and small brands, globally and locally. We have
been steeped in the most rigorous of scientifi c disciplines and have been thrown into the
most complex of corporate experiences.
Having emerged with our own philosophies,we co-founded art in MARKETING ltd in order
to help organisations fi nd their way through a myriad of brand challenges. We are committed to
helping people make extraordinary things happen.
TRANSFORMING THE ORDINARY INTO THE
EXTRAORDINARY
MARKETING StudioSTART SOMETHING EXTRAORDINARY
‘Art is not a thing; it is a way.’Elbert Hubbard
Writer
Studio: n. Workplace for the teaching or
practice of an art.
Fine artists develop and hone their talents in studios to ready their performance for the main stage. It is where they put in the
hard work, enhance their skills, and fi ne-tune their artistry.
Our MARKETING Studio takes clients to the next level of performance and addresses the full spectrum of marketing
challenges. We believe each client has their own unique marketing needs and talents so we choreograph our work to
meet those special requirements. Each tailored Studio session takes place in the most suitable location.
Our introductory MARKETING Studio features a 5-step process which can be readily put into practice by brand owners from both large and small organisations and their agencies.
In addition to Studio sessions, our services are provided in the form of: Consultations Workshops Lecture Series Master Classes
Projects Papers Interim Assignments Board Appointments
Here’s a sample of the range of areas we address:
Acumen The Art in Brand Marketing and Positioning to Win The Art in Advertising and Writing Inspirational Briefs The Art in Great Retailing The Art in Marketing a Global Brand Locally
Relationships The Art in Brand-Consumer Relationships The Art in Nurturing Healthy Agency-Client Relationships The Art in Integrating Marketing Throughout the Business The Art in Turning Properties into Useful Marketing Assets
Talent The Art in Marketing Training and Developing Marketing Artists The Art in Embedding Brand Discipline into Business Plans and Processes The Art in Creating a High Impact Marketing Culture The Art in Building Personal Marketing Credentials
art in MARKETING ltd was established in 2003, founded on over 50 years of cumulative global marketing experience across FMCG, retail, communications agencies, and fi nancial services industries.
We exist to refresh marketing organisations by artistically providing a source of creative inspiration, problem-solving relief, and capability-building support to brand owners and their agencies.
We are passionate about brands and the people who look after those brands. We help our clients discover and practice the ‘art’ in marketing by taking the scientifi c essentials of marketing and infusing them with innovative thinking, consumer passion, and company convictions to deliver a more valuable brand marketing approach.
This gives our clients the capability and confi dence to:
adopt new growth strategies garner more knowledge from existing research investments fi nd a clear and compelling point of difference for their brand engage the entire business (all levels, all functions) in brand delivery inspire extraordinary creative work improve organisational structure nurture their own unique fl air and talent embed better operating disciplines enhance internal and external working relationships
We provide strategic marketing consulting and training services to brand owners across all industries and to the agencies who serve them. We also provide lectures and advise for educational programmes.
2John Hawkes and Joni Hawkes
art in MARKETINGis just 2 people:
Together we have developed our own special recipe of marketing with leadership roles on the world’s most
famous brands -- John as Senior Vice President and Chief Marketing Offi cer for McDonald’s UK and Joni
as Vice President of Worldwide Marketing for The Coca-Cola Company. We’ve worked at all levels from
the front line to the board room. We’ve worked on both sides, as client and as agency. To this, we add our close experience working both domestically and
internationally in the retail, manufacturing, educational, communications, and fi nancial services industries.
John HawkesA creative marketing leader with 30 years experience and recognised by the industry as one of the UK’s top ten marketers. As Chief Marketing Offi cer for McDonald’s UK, John led the UK Company’s growth and built a reputation for new product innovation, creative excellence and new marketing ideas in an aggressive and fast moving retail environment. John has extensive experience working with complex global advertising agency networks and with high profi le marketing associations across sports, music, and media industries.
Joni HawkesA versatile consumer marketer with over 20 years experience, including 10 years with The Coca-Cola Company in leading brand and customer roles across domestic and international markets which included the development and launch of the famous Coca-Cola Christmas campaign. Originally a student of psychology, Joni mastered the art of marketing by working across a range of high-powered organisations and brands such as Coke, McDonald’s, Chiquita, Abbey, and Tyson Foods. She has also been recognised for her work with students, recently awarded Young Enterprise Advisor of the Year.
ABOUT THE AUTHORS
START SOMETHING EXTRAORDINARY
email: [email protected]: www.artinmarketing.co.uk
art in ltdMARKETING