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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
Brand Codes: “First, they must know it’s me”
What are brand codes and why must we use them maniacally? We take a dive into the world ...
Ignore anyone who tells you to forget about targeting
Targeting is the start of strategy yet many marketers are being told they no longer need ...
Climbing the benefit ladder: How far is too far?
Have you climbed too far up the benefit ladder? Double up the 3Cs as a final acid test, ...
B2B brand building – using the 95:5 rule
How Dawes’ 95:5 rule affects B2B marketing (and non-marketing stakeholders) A few years ...
Nike’s turnaround has begun – but it will take a long time
Nike has triumphantly returned to its roots, focusing on sport while overinvesting in ...
What are category entry points?
Category entry points (CEPs) focus on the buyer – not the brand. But marketers can ...
This year’s ad can be a three-year investment – ask Glenmorangie
Longer-running ads are more effective, research shows, so rather than starting each year ...
Jaguar has rebranded when it needed to revitalise
Jaguar’s bizarre new campaign marks a complete overhaul of its positioning, when instead ...
The 10 reasons Marks & Spencer is the Brand of the Year
Mark Ritson celebrates a remarkable five-year transformation. This is not just a ...
