New research from the IPA and ISBA shows marketers are focusing on short-term tactics over long-term strategy, which is impacting efforts to improve marketing effectiveness.
As Gary Vaynerchuk continues to dominate much of the debate on marketing around the globe, our branding columnist suggests he is wrong – repeatedly – about the respective value of TV and social media.
Too many marketers are using ROI as a key measure of success. In this new video, in association with Thinkbox, we speak to marketing effectiveness experts on the limitations of ROI and why brands need to think about total marketing effectiveness.
As the sport welcomes a host of new fans, it creates an opportunity for brands looking to tap into the buzz around the Rugby World Cup in Japan.
The energy provider is launching a campaign to tackle air pollution as it looks to challenge sector norms and how customers view E.ON.
Next is cutting its investment in ‘non-digital’ advertising in favour of digital as it looks to reach online customers who are more likely to convert.
With 12 stages and hundreds of speakers across two days, there will be plenty to see at the Festival of Marketing. Here’s our top picks.