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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
Even sophisticated mass marketers need targeting
Targeting is one of the biggest challenges most marketers now face. Not despite the ...
Toblerone’s brand image won’t be hurt by losing the Matterhorn
Removing the famous Swiss mountain from its packaging won’t stop the chocolate brand ...
Don’t listen to the industry sages, they’re not your ad’s target
Advertising professionals’ view of what makes a good ad is not only biased, it’s usually ...
How Guinness became Britain’s most popular pint
Guinness is the rare example of a brand with solid foundations in its product and brand ...
Brand-building ads boost short-term sales, and now you can prove it
Ten years since The Long and the Short of It was published, new evidence shows that while ...
Giving your brand a good death is an underrated marketing skill
Although we never talk about it, marketers kill as many brands as we create, and doing so ...
Films no longer have sequels, they have sub-brands and franchises
What a Netflix whodunnit tells us about brand architecture, following a last-minute ...
Only bad marketers think more messages mean more effectiveness
You might increase total message recall by adding more of them, but you’ll lose ...
A new marketing phase is resulting in empty but effective advertising
Those who criticise inauthentic advertising with no deeper meaning miss how perfect it is ...
