While there are rules to marketing, the fact it is based on the action of humans rather than chemicals and electrons means it can never truly be classed as a science.
By Mark Ritson
The debate about art versus science must be reignited to ensure the power of human creativity isn’t lost.
The retailer will train more than 1,000 staff, including marketers, in areas such as machine learning and artificial intelligence in the biggest digital investment in staff to date as part of ongoing efforts to ensure the business is fit for the future.
Byron Sharp’s recent claim that it is ‘impossible’ to place a value on brand perceptions is not just mistaken, it is a rejection of true scientific method.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the latest thinking on marketing effectiveness to Mars’s CEO calling attacks on brand purpose “nonsense”, it’s been a busy week. Here is my take.
Representing the individuality of older people in marketing is crucial to communicate effectively with an age group which holds disproportionate spending power, says Cancer Research UK’s top marketer.
The supermarket giant developed a ‘Happiness Platform’ to mine insights into British life, helping it curate a programme of “caring acts” designed to serve both brand and audience.
With a number of brands parting ways with their creative agency since the beginning of the year, when is the right time to terminate a previously successful partnership and does it always lead to better ads?