Mark Earls on why understanding the Herd is key to better marketing [Video]

The influential writer and consultant tells Tim Healey why brands still too often get it wrong when it comes to understanding their customers.

After completing your degree in Philosophy and Modern Languages at Oxford you rose through the ranks in planning at agencies such as St Luke’s and Ogilvy & Mather. Then you moved to running your own consultancy, along the way writing a series of books. You’re also an in-demand keynote speaker. Could you talk us through your career path?

I blame it all on my friend Jamie. When I was an undergraduate, I had no idea what I wanted to do with my life and my career. Jamie was my martini-drinking friend – at university, instead of revising, we’d be sitting in his very fancy rooms, drinking dirty martinis. Six months after graduating, James said: “I think this advertising business is really superficial, but you’d really love it.”

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Tags Brand Marketing Campaign, Brand Social Media, Brand Technology