Martin is an economist who has worked in marketing communications for over 40 years as a writer, strategist and business director. He was a founding partner, MD and then Deputy Chairman of Bartle Bogle Hegarty (BBH), helping it become one of the most awarded and successful ad agencies in the world. He then became CEO at Grey Worldwide, London. Martin has since held several non-executive and mentoring roles on both the client and the agency sides and operating in both traditional and digital businesses. A founding partner of Axim, Martin leads the area of Marketing and Creative Content.
Digital technology, especially mobile technology, has taken power from the marketer and placed it quite literally into the hands of your customers. They can be Kingmakers or Assassins, and marketing has had to move from simply grandstanding a brand’s values in sporadic bursts to developing a continual and valuable conversation with those customers before, during and after purchase. That requires near real-time monitoring of and reaction to what your customers are feeling, saying and doing across all channels. Done properly, with the right attention to governance, a superior level of customer engagement can be reached.