Cancer Research UK has launched a new ad that it says marks the start of a new way of communicating with the public, rather than just acting as a one-off campaign. Its marketing boss Anthony Newman talks through the strategic thinking behind it and why his team wanted to take a risk with the new creative.
I am often asked about the core skills to become a CMO with a major brand. Having considered this, I believe one of the measures that sets apart a true leader from a wannabe is their ability to orchestrate and coordinate a group of disparate individuals – both within the team, and across one’s agencies – […]
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