Making efforts to achieve quantified targets is the zeitgeist of today's world. Our obsession with metrics, targets and standardised indicators creates an illusion of progress. The same mentality has ...

Achievement is mostly a mix of three entities - Emergencies revealing our priority; Efficiency optimizing our efforts; and, Effectiveness putting us in the right direction. I have seen in most cases ...

Driving efficiency in advertising budgets “for the sake of driving efficiency” is something that will never work in the long term, says Diageo’s marketing and innovation director for Great Britain, ...