Paddy Power on the impact of bringing econometrics in house

Getting to grips with econometrics is a pressing concern for marketers trying to bring some rigour to their decision-making process and make the case for investment in an environment of ever-increasing scrutiny. For some brands, working with external specialists is...

Why CEOs want marketing superheroes

The question of what CEOs expect from those running their marketing departments may never have been more pressing. In a time of rapid – almost rabid – change, those expectations have been changing daily. While the CEO is ultimately responsible for the happiness of...

Ensure your econometrics supplier is not cutting corners

Whether your econometrics are carried out in house, by an independent supplier or media agency, marketers in search of greater confidence in the numbers should roll up their sleeves and gain a better understanding of how their modelling works. In fact, the “number one...

How Little Moons made the most of TikTok fame

When Ross Farquhar joined mochi ice cream brand Little Moons as marketing director in 2020, he immediately set about forming a 12-month strategy. Things were looking good and even under lockdown there was plenty of momentum, decent growth and a nice foothold across...