ANDREW COOPER

CMO at Electric Kiwi

It seems to me that success in marketing is all about finding better ways to influence people, to connect or to find value. That part hasn’t changed a lot. Innovations in our industry sometimes make it easier or cheaper, or at times they just add complexity. In my experience, this changes over time and doesn’t hold across brands or campaigns, so there’s no formula. Our job is knowing what’s right for your business, your customers and now. It might be something at the bleeding edge or from the history books – I’d never rule either out.