Metfriendly: Using insight as creative content

Alexander Holmes

Describes how Metfriendly changed its content strategy based on relevance, delivery method, distinctiveness and communications frequency, with each change being fuelled by credible primary research.

The world of marketing is in constant flux, fuelled in part by the rapid developments in technology, and also by changes in the way the industry operates. The impact of this on marketers is that just when they think they've cracked it, something else emerges to wreck their reality. Right now, three key trends can be identified as the 'reality wreckers' that keep marketers up at night.

First, the communications industry continues to become more fragmented and unwieldy. Typically, for a marketer to get their message across to the right audience, they must brief multiple agencies, where previously they could...

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