Listen to the Think with Google Firestarters podcast

The world of marketing is always moving. And staying on top of the latest trends and developments can feel much like a job in itself.

In Think with Google Firestarters, Neil Perkin, founder of U.K. consultancy Only Dead Fish, helps marketers keep pace by delving into the minds of some of the most inspirational leaders in the industry.

From brand strategy expert Phil Adams, to behavioural scientist Richard Shotton, and author Ann Hadley, guests on this show are both interested and interesting — and their wide-ranging perspectives shed a new, often provocative light on what it means to be a marketer in a time of constant change.

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Check out our latest episode with US MD of full-service digital agency, Croud, Kris Tait. He describes why the future of performance marketing is about incrementality - the ability to demonstrate tangible and incremental business benefits from marketing activity.