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Must Read

'Almost overwhelmed': How an ex-P&G US marketer ditched cohorts, personas, blended Ehrenberg-Bass, Binet & Field textbooks word for word, landed biggest marketing budget in $7bn company’s history – and all KPIs are powering

Work 25% faster, 40% better: Harvard study finds consulting giant BCG's staff using ChatGPT outperform on every measure – and underachievers get biggest boost

‘Don't call it science, call it what it really is: consulting, dogma, ideology’: Mark Ritson on why Ehrenberg-Bass has distinctiveness v differentiation wrong – and how brands grow better with both

Halve digital ad emissions in 12 months by culling adtech, binning outstream ads, swapping viewability for attention metrics and flicking junk ad inventory, says Scope3’s Brian O’Kelley: Suncorp, NAB and AMI ask the curly questions

Coles versus Woolies: ecom drops as shoppers hit the streets, Brad Banducci says decline faster than predicted; customer fulfilment overhaul ‘really painful’

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