By Sunil John, president and founder of Asda’a BCW
If 2018 was the year for consolidation, 2019 will be the year of integration – a rewriting of rules and a tearing down of barriers that will revitalise the communications industry and cement the sector’s position as the most dynamic and exciting environment in which anyone could wish to work.
This will be the year that marketing technology – martech – breaks out of specialist niches and becomes mainstream across the industry. McKinsey suggests that through
the smart application of data analytics alone, companies can free up to around 15 per cent of their marcomms spending – or some $200bn a year globally – for re-inves
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