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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
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 ...
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 ...
