Our Managing Director Graeme Chipp speaks of his influences and
inspirations in Marketing Magazine December / January edition.
Three things. First, at university I was studying business with
an accounting major. When I encountered Marketing 101, the 'people
factor' as a key to the business equation was my breath of fresh
air. I was probably crying out at the time for something more real
- for me, debits and credits had their limitations! This
intersection of customers and staff with business performance
caught my imagination. The discipline of marketing and the skill of
understanding what motivates people, their decisions and behaviour
and how to use this understanding to shape business decisions was
like a light bulb going off in my head. (Thank you "Kotler and your
4Ps'!)
Second, at an early age I was fortunate to have a chance to work
in marketing roles, with real responsibilities and some good
bosses. This exposed me to how to think about succeeding in a
market, but also the importance of using judgement. I learned that
the market is within reach and can be used to trial and for
refinement of approach. Luckily, my early responsibilities exposed
me to all functions affecting the delivery of the offer, not just
the promotional function - a 'whole of business' marketing approach
- even though I didn't know it at the time. This challenge and the
innate competitiveness required to succeed in the market continues
to appeal to my natural instincts.
Finally, I've been privileged to work with some of the best
marketers around. Kevin Luscombe, Peter Cudlipp, Leigh Rodgers,
Peter Chandler, my other colleagues at GSG and our many clients. It
is them, and the continuing evolution of every market in which we
work, that helps continue motivating and challenging me. Nothing
stands still, you have to continually renew and refresh your
knowledge - a built-in formula for personal renewal. How good is
that?
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