In a world where marketing is evolving faster than ever, Greg Stuart, CEO of MMA Global, believes it’s time to dismantle outdated playbooks and rebuild the discipline from the ground up.
In an invite-only roundtable, Stuart, outlined a comprehensive roadmap for modern marketers- emphasising the need to reimagine core principles, embrace dynamic segmentation, and elevate the profession through licensing and upskilling.
Abhishek Mazumdar, Co-founder of The Logical Indian- which is a part of the Marketing Mind family- asked Stuart whether there are any stark gaps he observes in the Indian marketing ecosystem, particularly those that need to be fundamentally addressed.
In response, Stuart shared his broader perspective on global marketing trends. He explained that one of the foundational elements of marketing strategy is targeting and segmentation, something the industry has practiced for years. However, there’s been a growing school of thought suggesting that targeting isn’t effective and that marketers should always aim for broad reach. Stuart firmly disagreed with this notion, calling it baseless and lacking in evidence, even though it has been popularised in published works.
He emphasised that if targeting and segmentation are indeed critical, then the real question becomes: what does effective targeting and segmentation look like? According to Stuart, despite believing we’ve cracked it, recent insights from the past three years suggest that most targeting and segmentation efforts have either been flawed, subpar, or outright incorrect.
Interestingly, he noted that the solution doesn’t lie in data or data science but rather in neuroscience- how the brain actually responds to advertisements. Yet, many marketers overlook this, and without understanding those insights, they end up making decisions that might sound strategic but lack real impact.
Stuart also addressed another pressing challenge in marketing: personalisation. While it’s widely accepted that ads eventually need to be personalised, he questioned whether marketers truly understand the value of personalisation and whether they’re prepared to invest in it. He pointed out that although his team has been at the forefront of this movement, it has created friction within large marketing organisations.
He shared that many CMOs have traditionally trained their teams to focus on a single insight and a single message. Now, with the shift towards personalisation, marketers are often overwhelmed, unsure how to adapt. This confusion has sparked numerous boardroom discussions.
Stuart highlighted a few key points including:
Rethinking Marketing’s Blueprint
Greg kicked off the roundtable by challenging the industry to abandon its long-held assumptions, saying, “The foundations of marketing are wrong and require a complete rethink.”
In an age of fractured attention and rapidly evolving channels, he argued that we can no longer lean on outdated textbooks or one-size-fits-all frameworks. To succeed, brands must architect a new theory of marketing-one that starts with human motivations in today’s digital-first world rather than legacy paradigms.
Rediscovering Targeting and Segmentation: Marketing’s True North
Despite endless buzz around AI, automation, and viral moments, Greg reminded everyone of marketing’s perpetual truth: targeting and segmentation.
“These are our guiding stars, yet too many practitioners today get them wrong. We must move beyond simplistic demographics and embrace dynamic, context-driven segments powered by real-time data. Only then can we deliver messages that resonate, not just reach,” he said.
Exposing the Cracks: Weak Foundations Worldwide
According to Greg, the weak underpinnings of global marketing aren’t confined to any single market- they are endemic. From misaligned KPIs to siloed teams, he sees a discipline still shackled by old habits. This systemic fragility means wasted budgets, disjointed customer journeys, and missed growth opportunities.
Greg mentioned, “We need to shore up marketing’s very base before scaling it to future challenges.”
MMA’s Mandate: Making Marketers’ Lives Easier
To address these gaps, MMA has laid out a clear mission- capacity building, upskilling, reskilling, certifications, knowledge exchange, research, and analysis.
Greg envisions a world where marketers tap MMA’s programs to master new tools, benchmark performance, and learn from peers across industries. By reducing friction and elevating expertise, MMA aims to turn daily marketing grind into a smoother, more strategic craft.
Elevating Marketing into a Profession
Perhaps Greg’s most provocative stance is that marketing must evolve from a “job” into a licensed profession- on par with medicine or law. He argued that today’s marketers lack universally recognised credentials or ethical standards.
Licensing would enforce rigorous training, accountability, and a code of conduct. In his view, professionalising marketing will not only boost credibility but protect consumers and the industry alike.
Looking Ahead
Stuart’s vision for marketing is bold yet pragmatic: Tear down faulty foundations, refocus on targeting, strengthen global practices, and empower practitioners through MMA’s programs- all culminating in a formally recognised profession. As the discipline hurtles into its next chapter, these principles offer a roadmap for marketers who aspire to more than clicks and impressions- they point toward true strategic mastery.
