We are surrounded by headlines like “America is facing a ‘retail refugee crisis’ as thousands of stores shut down and millions of people become the ‘blacksmiths of their era’” (Business Insider, September 2017). We knew that digital would transform..

The future of retail is transforming before our eyes at a speed we may not have imagined possible. “America is facing a ‘retail refugee crisis’ as thousands of stores shut down and millions of people become the ‘blacksmiths of their era’” (Business..

Share of voice (SOV) has always been an important metric for marketers to monitor. It helps us to understand how prominently we are promoting our brand versus competitors. But SOV only measures what we, as marketers, push out.

Gone are the days when a great product alone drove profits. Marketers today need to consider every way that people encounter their brand. Great experiences creating real value for people build advocacy, which leads to acquisition, as well as..

Benchmarks are an important part of our decision-making. However, pick the wrong benchmarks, or contextualise them misguidedly, and you risk making the wrong decisions.

Earlier in my career, I was the Planning Director of an Omnicom agency, Claydon Heeley, where I worked on brands like Mercedes-Benz.