Former IPA director general Hamish Pringle joins The Drum as a columnist
Hamish Pringle today becomes the latest distinguished industry voice to join The Drum's ranks as a columnist.
The former director general of the Institute of Practitioners in Advertising and current strategic advisor to 23red will pen a monthly column looking at advertising, branding and marketing matters.
With an agency career that spans 26 years, work for more than 50 brands and a decade in the IPA hotseat, Pringle brings extensive industry insight to The Drum.
In his first column, he looks at what retailers from a variety of sectors can learn from the modern shopping experience offered by luxury fashion brand Burberry.
Pringle writes: "...Why shouldn’t B&Q or other mass-market retailers with a complex inventory and high ticket items be offering a similar service?
"Instead of letting people just use their retail stores as showrooms and then purchase elsewhere online, they too could harness the power of tablets for sales staff and enable them to compete more effectively in-store, especially with their own brand."
You can read Pringle's first column in full now. His subsequent articles will be published on the first Monday of each month.