The importance of marketing science and why being a 4P marketer is key with Ken Roberts

The importance of marketing science and why being a 4P marketer is key with Ken Roberts

Marketing science should be a key driver in decision making. Russel Howcroft, Chief Creative Officer at PWC speaks to Executive Chairman and Founder of Forethought Ken Roberts on the importance of having a quantitative understanding of your consumer behaviour and science-based blueprint for creativity that will drive effective advertising and communications.