David George, marketing director at Mercedes-Benz, tells us about his marketing highs and lows and what he will be looking for when he judges The Drum Marketing Awards 2012.
Hi David. What will you be looking for at the judging?
I'll be looking for insight based strategy, outstanding creativity and, of course, some evidence of success.
Which brands do you particularly admire and why?
Nike's innovation in product and communications make it both a serious sports performance brand and truly desirable consumer brand. I've always admired the dependability of the Heinz brand as well
What do you consider your biggest marketing achievement? (And if you're feeling brave enough, please tell us what was your biggest marketing failure and what did you learn from it?)
I'm immensely proud of my appointment at Mercedes-Benz UK. Being entrusted to help transform the image of this iconic brand is incredibly exciting.
In terms of a marketing failure, the combination of circumstance and poorly judged creative for a DM campaign landed me in hot water with New Scotland Yard bomb division. My mistake was not listening to my own instincts during development of the work.
To what extent is the development of digital changing marketing?
I guess for those of us who witnessed the initial growth of digital in marketing, the immediacy, efficiency and measurability were obvious benefits. The advance of technology, especially in mobile, has further enhanced these benefits and above all, it’s massively empowered the consumer
What impact is the economic climate having on marketing strategies?
As always, the necessity of some activity will be questioned, but I don't believe that good marketing departments generally plan to waste money, whatever the economic climate.
And finally, what do you think will be the key marketing trends in your sector this year?
Mobile technology will continue to drive change this year
The Drum Marketing Awards closes for entries this Friday, 20 January. For more details and to submit your entry visit the awards website.