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 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.
If you were to list the most difficult jobs in the world, establishing world peace would probably sit at number one.