There’s the marketing-first group, in which senders have used the legislative changes around data to improve customer engagement, ensuring a level of efficiency in their marketing whilst they get closer to their customer. On the other hand, there’s legal-first, which is the group of senders who have focused almost exclusively on the process and compliance aspects of GDPR, without considering the opportunity it presents. For marketing-first senders GDPR provided an opportunity to refresh consent using a variety of engaging approaches, capturing consumer attention and imagination, while also achieving/maintaining compliance with the new requirements. Here are a few examples of brands who were highly successful in taking this approach. Get the full story at Econsultancy