Art in Marketing

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The art in


© art in MARKETING ltd. 2009

by John Hawkes and Joni Hawkes

‘Let each man exercise the art he knows.’ Aristophanes

The art in

MARKETING by John Hawkes and Joni Hawkes

‘The one great principle of English law is to make business for itself.’ Charles Dickens Writer

On this basis our lawyers tell us we have to print this... The quotations contained in this publication are shown as an illustration of the interconnectivity of skill, art, science and vision in our craft and the quotations are not to be taken as personal endorsements of our work by those quoted or that we have any rights in relation to the quotations. The images and illustrations in this publication have been reproduced with the kind permission of their respective owners and copying or reproducing them or any part of them without permission is prohibited. We have worked hard to put this publication together and we therefore reserve our rights to its contents and layout. You may not reproduce this publication in whole or in part in any manner without our permission. If you do need additional copies - just ask! © art in MARKETING ltd. 2009


‘Art arises when the secret vision of the artist and the manifestation of nature agree to find new shapes.’ Kahlil Gibran Poet

Dancing the steps does not make an Astaire. Writing a sonnet does not make a Shakespeare. Painting a picture does not make a Rembrandt. Playing a piano does not make a Beethoven. Kicking a ball does not make a Pele.


‘Where the spirit does not work with the hand, there is no art.’ Leonardo da Vinci Scientist and Artist

There is little specialness or magic to be found in the science alone. It takes personal vision, creativity, imagination, discipline, experience, and passion to make a masterful artist.

ART: n. Cunning; imaginative skill... Practical application of any science. (The Concise Oxford Dictionary)

ARTist. n.


‘True art is the intermediary between man’s ordinary nature and his higher potentialities.’ EF Schumacher Economist

Artists, from all walks of life, are at their best when grounded in sound technical capability combined with

something quite extraordinary.


‘After a certain high level of technical skill is achieved, science and art tend to coalesce... The greatest scientists are always artists as well.’ Albert Einstein Physicist

It is the unique ability to perfectly blend a skilful hand with a seeing eye and a soulful heart. Great artists master the technical side of their trade with great precision. They then reach deep within themselves to bring to life a powerful and personal expression that truly moves people.

ART: n.

Cunning; imaginative skill. The practical application of [MARKETING] science.

We believe that the world of marketing can learn and apply a great deal from the world of art - in all its forms be it painting, writing, acting, dance, music or sport. Just as an audience appreciates and values the performance of a master artist, a brand’s audience will have higher regard for that brand when it assures them at a functional level and amazes them at an emotional level. Marketing, like art, is more than the outcome of scientific analysis, more than obeying the rules, more than logic. It is about taking the understanding that the science helps provide and discovering an idea that transcends the very science that helped conceive it.

This is the art in marketing.

‘When love and skill work together, expect a masterpiece.’ John Ruskin Critic

We believe Every brand should have an extraordinary purpose. Everyone who looks after a brand should have an extraordinary purpose. Such extraordinary purpose cannot be found through science alone. It takes science PLUS guts, imagination, passion and a commitment to doing something very good for people. It requires exceptional talent delivering valuable brands that make a real difference to the people they serve.

It’s what we call marketing artistry.

Successful Marketing Artistry is the bringing together of science, skill, soul, and sight in a carefully scripted and signature way.











‘Science does not know its debt to imagination.’ Ralph Waldo Emerson Essayist


‘Science is built up of facts, as a house is with stones; but a collection of facts is no more a science than a heap of stones is a house.’ Henri Poincare

Science: n. Study or knowledge of the physical or natural world, based on observation and experiment. Proficient application of facts or principles.

STUDY KNOWLEDGE DISCIPLINE Marketing Artistry is rooted in, but not paralysed by effective marketing science. It is disciplined and insightful. It transforms information into useful knowledge and understanding. It gives people firm ground to stand upon.


‘An artist must have his measuring tools not in the hand, but in the eye.’ Michelangelo Painter, Sculptor and Engineer


‘Vision is the art of seeing what is invisible to others.’ Jonathan Swift

Sight: n. The ability to see; seeing; the distance within which you can see. Something seen or worth seeing.

PERCEPTION VISION VIEW Marketing Artistry sets a clear vision for the brand and its people. It sees things through a high-powered lens, stretching the business toward the highest place possible.

Skill ‘It is possible to fly without motors, but not without knowledge and skill.’ Wilbur Wright Inventor

‘Learning is a treasure that will follow its owner everywhere.’ Chinese Proverb

Skill: n. Ability to do something well.

EXPERTISE PROWESS TALENT Marketing Artistry taps into all the special talents and experiences of the people that come together for the good of the brand. It inspires a culture of rewarding and enjoyable learning.


‘All great art is the work of the whole living creature, body and soul, and chiefly of the soul.’ John Ruskin Critic


‘In art, the hand can never execute anything higher than the heart can inspire.’ Ralph Waldo Emerson

Soul: n. The emotional part of human nature; the seat of the feelings or sentiments. Deeply felt emotion, as conveyed or expressed by a performer or artist.

BEING ESSENCE SPIRIT Marketing Artistry discovers how to make a brand really tick with people. It sets the rhythm for the organisation. It is the soul-stirring heartbeat of the business.

‘Every script I’ve written and every series I’ve produced have expressed the things I most deeply believe.’ Michael Landon Director


‘What is the use of running if you are not on the right road.’ German Proverb

Script: n. To plan or devise; make arrangements for; a manuscript or document.

STORY PLAYBOOK DIRECTION Marketing Artistry creates a compelling script for the brand and the organisation to follow. It provides a clear strategic plot for the business that liberates people to perform to their full potential.


‘A work of art is the unique result of a unique temperament. Its beauty comes from the fact that the author is what he is.’ Oscar Wilde Poet


‘Always be a first-rate version of yourself, instead of a second-rate version of somebody else.’ Judy Garland

Signature: n. Any unique, distinguishing aspect, feature, or mark.

CHARACTERISTIC DISTINCTION HALLMARK Marketing Artistry transforms a commodity into a treasured asset that must be safeguarded and nurtured. It distinctively and affirmatively declares the brand’s beliefs, values, and certainties.


‘It had long since come to my attention that people of accomplishment rarely sat back and let things happen to them. They went out and happened to things.’ Leonardo da Vinci Scientist Mathematician Engineer Inventor Anatomist Painter Sculptor Architect Botanist Musician Poet and Writer


‘However beautiful the strategy, you should occasionally look at the results.’ Winston Churchill

Success: n. The favourable or prosperous attainment of an aim or endeavours.

ACHIEVEMENT GAIN PROSPERITY Marketing Artistry creates and delivers value continuously for a brand and its people. Every action is purposeful. Its appetite for betterment and prosperity is insatiable.

‘Art is not a mirror held up to reality, but a hammer with which to shape it.’ Bertolt Brecht Playwright

‘The aim of art is to represent not the outward appearance of things, but their inward significance.’ Aristotle Philosopher

TRANSFORMING THE ORDINARY INTO THE EXTRAORDINARY For many years we have travelled through the world of marketing, nurturing large and small brands, globally and locally. We have been steeped in the most rigorous of scientific disciplines and have been thrown into the most complex of corporate experiences. Having emerged with our own philosophies, we co-founded art in MARKETING ltd in order to help organisations find their way through a myriad of brand challenges. We are committed to helping people make extraordinary things happen.

MARKETING Studio START SOMETHING EXTRAORDINARY ‘Art is not a thing; it is a way.’ Elbert Hubbard Writer

Studio: n. Workplace for the teaching or practice of an art.

Fine artists develop and hone their talents in studios to ready their performance for the main stage. It is where they put in the hard work, enhance their skills, and fine-tune their artistry. Our MARKETING Studio takes clients to the next level of performance and addresses the full spectrum of marketing challenges. We believe each client has their own unique marketing needs and talents so we choreograph our work to meet those special requirements. Each tailored Studio session takes place in the most suitable location.

Our introductory MARKETING Studio features a 5-step process which can be readily put into practice by brand owners from both large and small organisations and their agencies. In addition to Studio sessions, our services are provided in the form of: Consultations Projects Workshops Papers Lecture Series Interim Assignments Master Classes Board Appointments

Here’s a sample of the range of areas we address: Acumen The Art in Brand Marketing and Positioning to Win The Art in Advertising and Writing Inspirational Briefs The Art in Great Retailing The Art in Marketing a Global Brand Locally Relationships The Art in Brand-Consumer Relationships The Art in Nurturing Healthy Agency-Client Relationships The Art in Integrating Marketing Throughout the Business The Art in Turning Properties into Useful Marketing Assets Talent

The Art in Marketing Training and Developing Marketing Artists The Art in Embedding Brand Discipline into Business Plans and Processes The Art in Creating a High Impact Marketing Culture The Art in Building Personal Marketing Credentials

art in MARKETING ltd was established in 2003, founded on over 50 years of cumulative global marketing experience across FMCG, retail, communications agencies, and financial services industries. We exist to refresh marketing organisations by artistically providing a source of creative inspiration, problem-solving relief, and capability-building support to brand owners and their agencies. We are passionate about brands and the people who look after those brands. We help our clients discover and practice the ‘art’ in marketing by taking the scientific essentials of marketing and infusing them with innovative thinking, consumer passion, and company convictions to deliver a more valuable brand marketing approach.

This gives our clients the capability and confidence to:

adopt new growth strategies garner more knowledge from existing research investments find a clear and compelling point of difference for their brand engage the entire business (all levels, all functions) in brand delivery inspire extraordinary creative work improve organisational structure nurture their own unique flair and talent embed better operating disciplines enhance internal and external working relationships

We provide strategic marketing consulting and training services to brand owners across all industries and to the agencies who serve them. We also provide lectures and advise for educational programmes.

art in MARKETING is just 2 people:

John Hawkes and Joni Hawkes

Together we have developed our own special recipe of marketing with leadership roles on the world’s most famous brands -- John as Senior Vice President and Chief Marketing Officer for McDonald’s UK and Joni as Vice President of Worldwide Marketing for The Coca-Cola Company. We’ve worked at all levels from the front line to the board room. We’ve worked on both sides, as client and as agency. To this, we add our close experience working both domestically and internationally in the retail, manufacturing, educational, communications, and financial services industries.

ABOUT THE AUTHORS Joni Hawkes A versatile consumer marketer with over 20 years experience, including 10 years with The Coca-Cola Company in leading brand and customer roles across domestic and international markets which included the development and launch of the famous Coca-Cola Christmas campaign. Originally a student of psychology, Joni mastered the art of marketing by working across a range of high-powered organisations and brands such as Coke, McDonald’s, Chiquita, Abbey, and Tyson Foods. She has also been recognised for her work with students, recently awarded Young Enterprise Advisor of the Year.

John Hawkes A creative marketing leader with 30 years experience and recognised by the industry as one of the UK’s top ten marketers. As Chief Marketing Officer for McDonald’s UK, John led the UK Company’s growth and built a reputation for new product innovation, creative excellence and new marketing ideas in an aggressive and fast moving retail environment. John has extensive experience working with complex global advertising agency networks and with high profile marketing associations across sports, music, and media industries.


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