Marketing can change the world!

That statement is more than The Drum's new strapline. It is something I passionately believe. The rise of digital has transformed our economy from one led by logistics, to one that is led by ideas. You no longer need access to printing presses to be in the media. Or own a retail estate to be in retail. In this new world data scientists have as much as a contribution to make to a cure for cancer for example as 'real' scientists. Those with a marketing skill set really are best placed to make a difference in this new economy. They really have the potential to change the world. And in order to prove that The Drum challenged 13 major organisations and brands to change the world for the better over the course of a single day. As well as brands, we also brought into organisations such as media owners - to give them the tools to make a difference - and agencies to give them the ideas. Projects included plans to plant a forest of 10,000 trees in a day, a bid to reposition Africa by celebrating its culture rather than reporting on its poverty and a campaign to get MTV viewers to take gender equality seriously. This talk will bring you up to speed with this amazing project and will be an opportunity to discuss whether the premise that marketing can change the world is sustainable, or simply marketing hype!