Today’s marketers: increasingly specialised, in agile teams, with varied backgrounds, need to embrace experimentation, and be ‘whole brain’

Future Proof is a podcast hosted by Julie Kollman, who is Chief Research Officer at Kantar Consulting, and Andrew Stephen, who is the L'Oreal Professor of Marketing at Saïd Business School (Oxford University). In the latest episode, the hosts are joined by Kantar’s senior partner, Mark Visser, to look at how the job of a … Continue reading Today’s marketers: increasingly specialised, in agile teams, with varied backgrounds, need to embrace experimentation, and be ‘whole brain’

Marketers should think more like engineers, says @AndrewTStephen

At his inaugural lecture at Said Business School, Professor Andrew Stephen talked about the shiny new toy syndrome in marketing – whereby marketers rush after a new technology, or platform, or trend, in the hope that it will generate new business, or solve their marketing challenges.   We saw this with Pokemon Go, last summer, … Continue reading Marketers should think more like engineers, says @AndrewTStephen