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Read now:65% of marketers fail to meet basic knowledge benchmark, reveals Ipsos study
In a landmark study from Ipsos, trained marketers outshine their self-taught counterparts in every category
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Read now:“How to build better agency partnerships” – according to experts on both sides
From CMOs to agency consultants, marketing leaders on both sides of the fence share their view on getting the best out of client-agency partnerships
Only crap marketers mistake stereotypes for segments
The ASA’s research into harmful gender stereotypes is spot-on, but why do marketers ...
Ethnography beats focus groups hands-down, but they still serve a purpose
Focus groups are a bone of contention, as a Twitter debate featuring Professor Byron ...
There’s one true measure of marketing effectiveness: Marketing(t)
Time is the variable that most defines marketing success, because consistent growth is ...
Copy KitKat on your quest for ‘double D marketing’
Tight positioning, a respected brand heritage and refusal to overcomplicate things means ...
Häagen-Dazs and BBH rekindling their flame has got me excited
The ice cream brand and its famed agency achieved one of the great UK product launches 30 ...
Badly designed surveys don’t promote sustainability, they harm it
Brands love reported data that shows people care about sustainable consumption, but these ...
Synthetic data is suddenly making very real ripples
Ready for the era of synthetic data? The implications for strategy and execution could be ...
Brand diagnosis is the brand manager’s first job, so prioritise it
Marketers have lost sight of proper research into what drives brand successes and ...
12 reasons why Twitter’s rebrand to X is a mistake
The biggest branding move of the year is a mistake. Why Twitter’s sudden transformation ...
