22 June 2016
‘Everyone understands the game’
Craig Mawdsley, joint chief strategy officer at AMV BBDO, talks to Michael Brown about the role of market research in advertising and how, as people become more familiar with the process of market research, it becomes harder to identify genuine reaction.
Now joint chief strategy officer at AMV BBDO, Craig Mawdsley started his career at Saatchi & Saatchi, joining AMV in 2004 to lead the planning on its Sainsbury.
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