Mark Ritson is is the PPA Columnist of The Year for business media in 2013. Mark has a PhD in marketing and has been a faculty member at some of the world's leading business schools, including MIT and Melbourne Business School. He has worked extensively as a consultant for some of the largest brands in the world. His former clients include McKinsey, Adidas, PepsiCo, GlaxoSmithKline, Eli Lilly, Johnson & Johnson, Baxter, De Beers, Ericsson, Sephora, and WD40. For eight years, he has also served as advisor and in-house professor for LVMH, the world's largest luxury group.
The digital ad industry should be defending itself.
B2B automated marketing techniques are set to take off in B2C.
Brands should learn from consumers not test them.
Brands are cutting out third parties to cultivate the customer.
I was surprised by the list generated in the ‘Authentic branding’ article. I concur that many on the list are famous brands with strong emotional connections to their customers and can be assigned large monetary brand value, but I am not sure that they are truly authentic.
How do you cope with a call to be less successful?
Broadcasters blame data collection for low audiences but slashing local content misses the point.
Next’s decision to up mail spend reflects the channel’s maturity.
All online ads should have a weighted user feedback option.
Free tea and instant discounts are more appealing.
Help your business by attending events and connecting with trade bodies.