I was tidying up some texts yesterday, and one of them grabbed my attention.

It was a text exchange with the marvellous Jenni Dill, Arnott’s CMO. I had thanked her for the wisdom and insight she had shared in a session she’d run for our team at Madclarity. Jenni’s response was: “Thanks. It’s just common sense, really.”

It got me thinking. A couple of weeks ago, Mutinex wrote an article in the trade press, with the revolutionary discovery that maybe the focus on short-term ROI hadn’t proved to be as successful as had been hoped. You would have thought that experienced marketers would have had the common sense to understand........

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