The pace of change continues to accelerate, meaning marketers can no longer rely on best practice, previous results or assumptions. After all, 2019 will be anything but comparable to 2020...and 2021 will no doubt bring a new set of circumstances. This means experimentation and proposition development are more important than ever before. The question is no longer ‘should we change something?’ but ‘how big a change do we need to make?’

Whilst it’s prudent not to reinvent...