Is The Juice Worth The Squeeze?

It's funny that, of all things, this phrase has become my catchphrase in the UK...

So much that my clients say it back to me, my team challenges me with it, my boss makes fun of me with it 😂😂 But it teaches a really good lesson: Just 'cause we COULD do some clever marketing doesn't mean that we SHOULD. It's only worth the effort if it drives value for the consumer and the brand.

So before we answer any brief around creative personalisation, cross-channel orchestration, or anything that requires us to build new capabilities, we always challenge ourselves & ask ourselves if it’s worth it.

Thanks to my mentor Eddie for teaching me the smart / ridiculous phrase, I’m happy to bring it everywhere I go now.