Well done Thinkbox and Lara O’Reilly for highlighting the absolute necessity for brand marketers to stop trying to use outdated, ineffectual and pointless methods of creative prediction that shackle their agencies to the ‘mast of mediocrity’ and deprive their shareholders of substantial additional value.
Since Championship club Derby County was relegated from the Premier League, average home attendance dropped from 32,000 in 2007-08 to 26,000 last season. So last summer, the club invested in an extensive technology upgrade at its Pride Park stadium as a way of both attracting sponsors and drawing in fans.
I defy any reader to find a worse-run brand than Barclays over the past decade.
Improving relations between marketing and the board is low on the marketing department’s priority list, according to the report The Marketing Leadership Gap by the Cranfield School of Management.