The wrong and the real of marketing effectiveness
Grace KitePeter Field and Les Binet have shown us a model for how short- and long-term marketing work together but the reality is achieving this in practice is hard.
Will brands boycotting social media be less effective?
Grace KiteThe brand boycott is about more than media effectiveness, but it is a good opportunity for marketers to work if they should be in the ‘love it’ or ‘hate it’ camp on social media.
Should brands go dark during the coronavirus recession? It depends
Grace KiteBusinesses may be looking for clear signs about when and where to invest their marketing budgets as lockdowns ease but with every category impacted differently, each must take their own course.
Marketers should be planning for an economic bounceback
Grace KiteMarketers’ main response to coronavirus has been pessimistically cutting spend, but now they should prepare for the quick recovery economists predict.