Sergio Zyman, well known as an outspoken, heretical and passionate marketer, speaks to marketing managers, brand managers and advertisers and calls for a major overhaul of advertising, arguing that advertisers need to refocus on increasing profitability instead of creating artful campaigns that do little to communicate the brand.
"Zyman claims advertising campaigns by Apple, Budweiser and Coca-Cola have been too focused on art and entertainment to actually sell anything, resulting in improvements in awareness but not sales . . . His latest offering rips into advertising and highlights how it is misused by companies and agencies." - 'Australian Financial Review'
