Brands are wrong to force marketers to be ‘whole-brained’, says Direct Line’s marketing boss

Marketing is continually challenged to be more data-driven and analytical while still being creative, but that doesn’t mean individuals need to take on the burden of both parts of the equation, says Mark Evans, marketing director at Direct Line Group.
While he agrees marketing as a discipline must incorporate people with both left- and right-brained skills, to demand both of one person isn’t always realistic and could be damaging.
“Having spent 20 years in marketing you do lots