Octopus Choice, the fast-growing peer-to-peer (P2P) lending product launched last year, has appointed Starqrmarq to lead its marketing, media planning and buying strategy.
Classical marketers used to define marketing’s contribution to every cog of a business cycle. The agency’s role was clear: create an identity, produce some ads and place some media. The revolution in technology has muddied the waters: fewer true marketers exist today and yet many more agencies with lower barriers to entry and diversifying on a sixpence, claiming to be able to solve all manner of marketing challenges.
As an integrated marketing and media consultant, I am naturally placing an increasing amount of effort and emphasis on supporting our clients to solve what I contend are three of the greatest challenges facing modern communications today: marketing organisations, strategies and processes still aren’t truly and fully customer-centric, the information/data/digital age has not improved marketing effectiveness and our judgement and focus on what “works” is dangerously clouded. So, what's the solution?