In his final regular column for The Media Leader, Laurence Green recommends eschewing neophilia for greater care toward what is at the heart of media and marketing.
Laurence Green
Laurence is an independent adviser to creative businesses after a career spanning three decades as a strategist, leader and founder at some of London's finest creative agencies.
He has started, grown and sold two agencies of his own: Fallon London (twice winner of Campaign magazine’s ‘Agency of the Year’) to Publicis Groupe, and 101 (Ad Age's 'Small Agency of the Year') to IPG.
Green has won gold and silver at the IPA Effectiveness Awards, served as Convenor of the Judges and sits on the Effectiveness Board as an Honorary Fellow. He has also chaired the UK’s pre-eminent creative awards jury and edited two books on marketing best practice.
The only agency strategist named in the Financial Times Creative Business Top 50, Laurence was a founding member of the DCMS’s creative industries thinktank; brand and advertising columnist for the Telegraph for three years; a trustee of Somerset House; and Chairman of the British Independent Film Awards.
He is married with three daughters and a dog.
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Effective marketing reminds us the power of when advertising, brand and business work together, writes Laurence Green.