Ger and Gordon sit down with Gavin Williams, former Global Director of Digital & ecommerce at Creed, to explore the concept of 'squirrel hunting' — the tendency to chase every shiny new trend in ecommerce. We'll delve into how businesses can distinguish between innovation and disruption, ensuring investment only in the strategies that drive success.
Gavin shares a fascinating case study. Autotrader, facing the potential threat of digital photography and the internet, recognised how to turn these into opportunities and became a leader in the automotive marketplace.
Gavin also shares his thoughts on why he believes AI can be a powerful tool for ideation and brainstorming, helping marketers bring curiosity back to the internet.
