Nature of marketing debated at House of Commons event

The Chartered Institute of Marketing sponsored a lively debate at the House of Commons on the 27 October 2008 about whether organisations now expect marketing to be more scientific than artistic – with those believing creativity is no longer enough for organisations narrowly winning the argument.

- Motion on “Organisations nowadays expect marketing to be a science not an art”
- Topic debated by Sir Paul Judge and Moray Maclennan amongst others
- Motion carried by 50 votes to 41 after keen debate

In a packed chamber, The House of Commons Debating Group discussed the motion “Organisations nowadays expect marketing to be a science not an art”, exploring how the drive towards metrics and measurement is taking the profession down a more scientific route, and away from the creativity it is best known for.

The event was chaired by Theresa May MP, and among those speaking for the motion were Sir Paul Judge, President of The Chartered Institute of Marketing; and Colin Shearer, Senior Vice President Marketing SPSS. Passionately opposing the motion were Moray Maclennan, Chairman, Europe M&C Saatchi and IPA President; and Simon Thompson, Chief Marketing Officer lastminute.com Group. The debate was opened to the floor and a number of well considered contributions and heartfelt pleas made for either side.

The motion was carried after a recount, with 50 votes in favour of the motion and 41 opposed.

Speaking after the event, Sir Paul Judge, President of The Institute said, “I’m delighted that a more strategic and business-savvy view of marketing prevailed in the debate. Whilst creativity is, and will always remain, a fundamental part of marketing, organisations nowadays, particularly in these challenging times, want to see a more scientific and rigorous approach by their marketers that they can measure and monitor.”