Agathe Guerrier is the Global Chief Strategy Officer of TBWA\Worldwide. In this insight-packed episode Agathe shares her wisdom on the role of creativity in creating net new value and enabling both disruptive and incremental growth. She speaks of how strategists and planners can be both correct and interesting, help clients to navigate complexity and create real change in organisations. Agathe also discusses the all-important distinction between efficiency and effectiveness in marketing, the risks inherent in over-focus on one at the expense of the other, and the need to look at ratios in the context of absolute numbers.

Google Firestarters is a series of insightful conversations with the interested and interesting of the advertising, marketing and innovation communities, focusing on the areas of challenge and opportunity in the industry. This series of conversations builds off the back of almost 60 live events which were run over 10 years at Google. Google Firestarters is commissioned by Think with Google.  

At Think with Google, our mission is to educate and inspire the next generation of marketers, advertisers, and creatives. Here, we’ll be sharing the latest data we’re exploring from our Google Ads Research & Insights team, trends we are tracking in the marketing industry, and insights we’ve uncovered, with perspectives from across the advertising industry. We hope you’ll subscribe and follow along!    Did you know that Think with Google Firestarters is now available as a podcast? Listen in to your favourite episodes here: https://goo.gle/firestarterspod

00:00 Introduction
00:49 Question 1: Biggest career learning
11:31 Question 2: Biggest career mistake
16:33 Question 3: Key change in marketing/advertising
21:43 Question 4: Key prediction for the future of marketing/advertising
27:05 Question 5: Question you wish I’d asked