In the next installment of Marketing Week’s look back at the moments that defined the decade, we examine the rise of effectiveness, the dawn of Uber and the Netflix effect.
Clutter, ad avoidance, declining reach and decreasing trust in advertising are all blamed for top of funnel effectiveness declining, according to new research by the WFA.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Marketers are often preoccupied with practical challenges, but also need to address questions of vision that start with ‘why?’ and ‘what if?’.
According to McDonald’s CEO Chris Kempcziski, the fast food chain’s global loyalty scheme has been the “single biggest driver of digital adoption” and is on its way to becoming the world’s largest loyalty programme.
ISBA’s director of agency services believes pitches have become “more frequent, more complex and more costly”, to the detriment of both advertisers and their agencies.
A renewed look at talent is “vital” for the future success of the industry as brands, agencies and media owners “struggle” to attract and retain staff, says AA president and Tesco chief customer officer Alessandra Bellini.