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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
Starbucks needs to cut the crap from its brand positioning
The coffee chain is a serial offender at producing esoteric mission statements, so can ...
Product is the P all marketers should strive to influence
Marketers should have a say in all 4Ps but one more than any other – the one they are ...
Dom Pérignon perfectly demonstrates the appeal of scarcity
What better expression of a luxury brand than refusing to sell your product this year, ...
What can McCain’s Grand Prix win teach us? Nothing new
The IPA Effectiveness Awards winner is a case study in the marketing fundamentals that ...
Want a brand fit for the future? Understand its past
Understanding your brand’s history and heritage is essential to successful brand ...
Synthetic data is as good as real – next comes synthetic strategy
AI customers can now deliver a 95% match to real survey results, which will ultimately ...
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 ...
Copy KitKat on your quest for ‘double D marketing’
Tight positioning, a respected brand heritage and refusal to overcomplicate things means ...
