Napoleon’s Army saved many lives by only treating the more seriously wounded first. Here, Richard Shotton explains how the same principle could save millions of modern marketing pounds.

There seems to be a growing body of opinion that mass marketing – and the waste that comes with it – is the way to go, says Dominic Mills – The trouble is that none of this fits well with the drive for accountability.

Despite 92% of Gen X going on social media every day, just 5% of brand spend on influencer campaigns is targeted at the cohort, according to media agency Wavemaker’s findings.

Despite appointing a new CEO and delivering reasonably positive results, there’s still no sense of direction at WPP, writes Dominic Mills. Plus: Lidl’s strange decision to ditch TBWA.