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.
When I started writing these columns, I promised myself I wouldn’t stray into the world of agencies too much.
The usual round of cute chicks, chocolate eggs and DIY ads abound, but Easter is a holiday that could be so much more.
Insight could help brands play on the strengths of their business.
The biggest challenge for new entrants is getting customers to leave their trusted brand and try a new one.
People and businesses are inextricably linked.
Too many endorsements spread across products where Beckham lacks expertise will gradually dilute and undermine his long term branding potential.
If you were to list the most difficult jobs in the world, establishing world peace would probably sit at number one.