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.”