Sainsbury’s brand chief: 70% of our decisions are “data-less”

Mark Given says brands need to act like publishers

Mark Given says brands need to act like publishers

Mark Given, Sainsbury’s head of brand communications, claims that the supermarket moves so fast that is is forced to act like a publisher, creating content and messages without data.

Speaking at Advertising Week Europe, Given claimed the rise of mobile and social media has created “expectations” among consumers that brands must deliver “real-time” communications “day-in, day-out”.

He added: “Our business moves so fast. About 70% of decisions we take are data-less. The mindset we’ve tried to adopt is you’re a publisher, not a brand marketer. That always-on attitude helps you to take those decisions.”

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