445599bb189e54c71f605bd87d6f0f4b1cd6efcc_m I always loved markets. In the town I grew up, we had a farmers market from Tuesday to Sunday. Compared to supermarkets, every vegetable and fruit was fresher, bigger, better and there was virtually always something, some new thing you’d never seen before.

During the holidays, I spent 10 days in Morocco and I loved to explore to markets in the Medina. There’s something about a great market that gets me going. In a great market they know many of the things great clients and great agency people know. They know how to display products attractively, they know how to innovate in the marketplace, they know how to create effective and, most importantly, they know to engage with people. On top of that, they know how to make shopping fun, convenient and, yes, exciting. You get that feeling at the Medina in Marrakech, the Grand Bazaar in Istanbul or an Apple Store. Now think about the majority of e-commerce sites: antiseptic, efficient but not welcoming. Exactly the opposite of successful retailers.

How to hire in advertising Since I grew up, I loved to go to supermarket or store and walk around. I loved to take in the products, display and marketing. I get excited by that.

Next time you want to hire the next marketing/advertising superstar, take them to a store. If they don’t gush about the marketing tactics, don’t get lost in the selling of things, tell them ‘Thank You’ and goodbye. You need to find somebody who loves it.