A global marketer at US sportswear brand Nike has urged brands to stop trying to force “old metrics on to new media channels”, claiming too many businesses are failing to add value through digital platforms.

Stefan Olander, vice-president of digital sport for Nike, said brands should stop focusing on clicks or ‘likes’ at the launch of Velocity: The Seven New Laws for a World Gone Digital, which he co-authored with AKQA chairman Ajaz Ahmed.

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