Welcome to the newest episode of the Advertising and marketing Vanguard podcast, recorded at Cannes Lions. At present, host Jenny Rooney speaks with Mark Ritson, world-renowned advertising and marketing professor and founding father of MiniMBA, about his controversial views on model function, the significance of working nice adverts for years, and why American advertising and marketing has misplaced its edge.
Uncover Mark’s partnership with ADWEEK and be certain to join the MiniMBA programs, which begin Sept. 8, 2025 however can be found to e-book now by way of minimba.com. Programs are priced per particular person; company charges could also be discounted for multi-seat packages.
Additionally on this podcast, be taught why he’s mentioned “no” to America for a decade, and why he believes killing manufacturers is extra productive than creating them.
Mark Ritson is a world-renowned advertising and marketing professor, advisor, and founding father of MiniMBA. A former professor at MIT and London Enterprise College, he’s gained educating awards at each establishments and has been named Columnist of the Yr seven occasions within the U.Ok.
By MiniMBA, he’s democratized MBA-level advertising and marketing schooling for over 40,000 entrepreneurs throughout 40 nations, making subtle advertising and marketing technique accessible with out the normal classroom constraints.
Episode highlights:
[00:00] The Model Goal Controversy — Mark opens along with his most provocative stance: “I imagine model function is by and enormous a waste of time. There are exceptions, however my knowledge is fairly robust.” He explains how American entrepreneurs attempt to discover widespread floor when he presents opposite proof, however emphasizes: “What you’re doing with all of this funding in model function is basically a waste of cash … do it for the nice you’re doing. Don’t attempt to child everybody ‘we’re gonna get an enormous return.’”
[03:15] From Educational to Entrepreneur — Mark shares his transformation from 25 years in academia to constructing MiniMBA: “I used to be a advertising and marketing professor at locations like London Enterprise College and MIT… about 10 years in the past, I made a decision I used to be going to take my award-winning MBA programs in advertising and marketing, make an organization, and mainly give entry to entrepreneurs the MBA-level coaching in advertising and marketing with out having to do the 2 years, the finance, the $100,000 hooked up to it.”
[05:01] The Strategic Determination to Keep away from America — Mark reveals his decade-long technique: “What I discovered, in a nutshell, was technique is about selection, and technique is about what you don’t do. The one factor I mentioned to my workforce from the start was, ‘We aren’t going to go after America. It’s too large. It’s too sophisticated. It’s very excessive acquisition prices, very aggressive, and we don’t have any experience there.’”
[10:20] The Pornography of Change — Mark challenges the obsession with fixed transformation: “There’s additionally an occupation with what I name the pornography of change. ‘The world is altering sooner than ever earlier than.’ No, it’s altering identical to it all the time did.”
[11:16] Run Nice Advertisements for Years — Mark shares essential artistic effectiveness knowledge: “There are two or three components that drive actually robust artistic effectiveness. Most likely a very powerful one is when you’ve acquired an excellent advert, run it for 2 and a half, three years no less than.”
