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Back in the day, before the advent of google and the explosion of digital content, marketers had very few channels to work with.  Direct mail was a core tool and the complex matrices used to test, test and test against core messages against segmented and targeted lists, was at worst a head scratching mess and…

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This article from the New Statesman discusses the evolution of advertising strategy in storytelling and brand building and looks at what the best balance is between data, segmentation and targeting versus the benefits of wider broadcast media.

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