It sounds obvious, but when we’re consumers & shoppers we don’t operate in the same marketing silos as when we’re in our day jobs. With this in mind, my instinct is always to join-up all the marketing & communication disciplines, looking at our output from how anyone else would see, hear, react or interact with it.
When it comes to my job it’s best therefore to focus on the consumer, shopper & commercial outcomes which are really important for clients’ businesses rather than be distracted by the seemingly unending jargon & metrics that surrounds so much of ‘big data’, ‘digital’, communication & media.
My experience has informed much of this thinking, working for major media agency networks, Carat and Initiative; & data science consultancies, Dunnhumby and Emnos . My expertise has come from working with some of the world’s leading retailers and brand owners. These include the likes of Carrefour, Kroger, Tesco & Walgreens; Danone, Johnson & Johnson, Nestle, Pepsico, RB & Unilever.
CollidaScope is part of the Ceuta Group of companies, the leading international outsource partner for building brands, selling, marketing & distributing them for client partners ranging from start-ups to large multi-nationals.