Richard Madden is chief strategy officer at Kitcatt Nohr Digitas. Once dubbed "the industry's biggest brain", he writes for Marketing Week about the customer and to reach them. He focuses particularly on issues such as insight, loyalty and direct marketing.
Marketers should not ignore the “better self” factor.
Real-time insight is an important step in becoming more relevant to consumers.
Brands should prepare for an explosion of ‘quantified self’ data.
Customers are now more demanding and marketers need to work harder to gain and retain their custom.
To succeed, Coke Life needs to be both low calorie and natural. It’s neither.
Fundraising stunt should serve as a template for future campaigns.
Using a well-worn line will not provide stand out.