Marketing Intelligence by Iain Johnston

So if you are running a creative business, or indeed any professional services firm, how should you spend your scarce marketing budget?
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I suppose this begs the question: “what budget?”
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We’ll have to suspend the normal subject matter of this column at this point. Here, we’re not talking about the £1-30m our clients spend every year. We’re [...]

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As you might expect from someone who pitches an alternative approach to clients, I have strong views about challenging traditional media channels and priorities.
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It never ceases to amaze me why we sometimes persist with a formula, no matter how well rooted in historic performance or current research, which simply takes what we spent last year [...]

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