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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
Marketers need to put creativity back in its place
Creativity will be lauded this week in Cannes, but it is just one of several drivers of ...
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 ...
‘Triple-Cooked Marketing Budgets’: The full recipe
Marketing budgeting is flawed. Marketers are more confused about budgeting than ever ...
Marketers, like chancellors, need time in the job to succeed
Short tenures engender short-term thinking, as the UK economy currently demonstrates. To ...
P&G and Coke’s pandemic performances prove it: You don’t cut ad spend in a crisis
Procter & Gamble doubled down on marketing when Covid hit, while Coca-Cola went dark. ...
The seven things marketers need to know in order to answer The Question
Right-minded marketers understand the need for long-term brand building investment, but ...
‘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 ...
