‘Apply your own oxygen mask first’: Why marketing bosses should address their skills gaps
Jo RobertsRather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.
Advertising’s longer term ROI more than double short term, study finds
Jo RobertsAnalysing £1.8bn of media investments across the UK, a post-Covid/Brexit advertising effectiveness study found profitability varies greatly by media, with TV the greatest driver of overall profit volume.
McDonald’s on why the ‘stillness’ of its marketing strategy sets it apart
Jo RobertsWhile its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Pre-testing ads is not divisive, it’s a no-brainer
Jo RobertsAgencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.