In this episode, we dive deep into the evolution of marketing and how brands can leverage productisation to transform their marketing operations. Kieron and Andrew share their expert insights on creating effective service catalogs, the changing landscape of marketing roles, and how AI is ushering in what they call "the third age of marketing."

🎯 On the Docket:00:00:00 - The historical evolution of marketing from ancient times to AI-driven campaigns00:05:30 - Breaking down the three distinct ages of marketing evolution00:12:15 - How to identify repeatable marketing activities for your organisation00:18:45 - Building structured service catalogues that improve transparency00:24:30 - Transforming brand-agency relationships through clear expectations00:31:20 - How productisation dramatically improves marketing economics00:38:50 - Practical steps for CMOs to implement a service catalogue approach00:45:10 - AI's impact on reshaping marketing team structures and responsibilities00:52:30 - The increasing value of human creativity in an automated world00:58:45 - Why knowing what NOT to do becomes crucial in an age of content abundance

⚡ Key Points:

• Productisation normalises definitions and establishes predictable pricing
• Service catalogues create clarity around dependencies and expected outcomes
• The third age of marketing requires fundamentally different operational approaches
• AI will transform marketing roles, but won't replace human strategic thinking
• Marketing economics improve dramatically with structured service approaches
• Clear service definitions lead to better brand-agency relationships
• The future marketer needs both technical and creative capabilities

💬 Notable Quotes:"Marketing has evolved from artisanal craft to industrial process, and we're now entering an era where it becomes computational.""The most valuable marketing skill of the future may be knowing what NOT to create in a world of infinite content possibilities.""Productisation isn't about commoditization—it's about creating space for true creativity by systematising the repeatable.""When you have a service catalogue, you transform marketing from a black box into a transparent, strategic function.""In the third age of marketing, your competitive advantage comes from how you orchestrate capabilities, not just what you create."

🔗 Where to Andrew & Kieron:

AFGP

Andrew Radley

Kieron McCann