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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
Boots’ brand refresh shows big brands need targeting as well as mass marketing
Boots is trying to reach almost all UK consumers with its new ads, but is pairing them ...
Why this Creative Director took the MiniMBA in Marketing
In our fast-paced, low attention span society, familiarity and understanding are often ...
Wondering why Netflix wants to stop password-sharing? It’s all about funnels
Netflix has reached a level of penetration it will struggle to improve, with most ...
Attempts to update the four Ps are embarrassing – they’ve endured for a reason
Whenever a marketer sets out to improve, augment or adapt the four Ps, they reveal the ...
Jeff Bezos' success at Amazon is down to one thing: focusing on the customer
For all Amazon’s innovation and invention, it is the world’s most valuable brand ...
Three axioms and three questions that summarise all of brand strategy
Brand strategy is not complicated, it’s just the systematic application of the basics all ...
‘Bothism’ is the cure for marketers’ fascination with pointless conflict
Marketing theory is a constant battle between opposing viewpoints, but an open mind and ...
‘Funnel juggling’ is the answer to marketing effectiveness
It’s well established that brands need both long- and short-term marketing to be ...
Coronavirus won’t hurt Corona, it will actually boost sales
Brands from Marmite to Peloton have shown negative publicity is beneficial if it doesn’t ...
