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.
Both eBay and M&S have revamped their websites to focus on content but they need to make sure they aren’t ignoring conversion in the search for engagement.
Repeating analytics on mobile marketing is vital to effectiveness.
The new agency has virtually no experience of my sector but creatively it was streets ahead of the incumbents
A couple of months ago I mentioned that I was going out to pitch for a new agency to join my creative roster.
Moving to a successful brand that has already achieved a decade of consecutive growth is like seeking out a rod for your own back.
If brands are going to use shock tactics, they need to make sure their cause has public permission to push the boundaries.
Retailers experimenting with beacons is exciting but adds another layer of data that marketers must be very careful with.