Stuart Turner

Relevance is the key to CRM

Stuart Turner

Joe Fernandez’ report on CRM (MW 17 September) was eloquently written and covered a lot of ground. But Nik Margolis hit the nail on the head when he said the core concern of a CRM strategy should be relevance to consumers.

Going out or coming in?

Stuart Turner

The decision on who handles search marketing needs to be made on a case-by-case basis, as Robert Lester discovers it is no longer a simple choice between agency expertise and client knowledge

Live shows bring brands to life

Stuart Turner

Having started life as a spin-off from kids’ TV, live shows have grown into a sophisticated industry. They offer brands a chance to interact with consumers on a physical level, and if executed correctly, they will generate healthy profits.

For review, don’t always read ‘pitch’

Stuart Turner

It was good to read that Julie Constable is intending to champion best practice (“The pitching process can benefit from a little more openness” MW, last week) but may I suggest an important addition to her agenda? This is to avoid, whenever possible, the use of the words “pitch”, or “pitching” when talking about an agency review or selection process.