Adam Morton
Opinion
06 March 2023
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Procter & Gamble says it is basing ad investment plans against ‘media sufficiency’ measures. UM’s Adam Morton considers what this tells us about the status of effectiveness in today’s marketing organisations.
Opinion
16 May 2018
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Personalisation has become something of an axiom in marketing’s recent history, suggests UM London’s Adam Morton; the balance between persuasion and precision needs restoring.
Opinion
02 February 2018
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Data risks going the way of ‘digital’ in becoming a meaningless buzzword. What we’re looking for is information and forgetting that in favour of data can leave marketers looking for tactics rather than creating strategy, argues UM London’s Adam Morton.
