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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
Copy KitKat on your quest for ‘double D marketing’
Tight positioning, a respected brand heritage and refusal to overcomplicate things means ...
Bud Light’s ad backlash shows the complexity of mass marketing
An endorsement by trans TikTok star Dylan Mulvaney promoted the beer’s inclusivity, but ...
Brands’ biggest AI opportunity is in making customers believe the bullshit
Artificial intelligence is mostly a distraction from marketing fundamentals – unless you ...
Only bad marketers think more messages mean more effectiveness
You might increase total message recall by adding more of them, but you’ll lose ...
Even if Unilever placates its investors, it still has Ben & Jerry’s to deal with
With CEO Alan Jope set to leave, Unilever faces battles not only with investors aiming to ...
In the battle between salience and differentiation, Bothism wins
Marketers debate over salience and differentiation like they are mutually exclusive, when ...
P&O is the rare reputation crisis that really does matter
The damage P&O Cruises has suffered from P&O Ferries’ mistakes cuts to the core ...
Good purpose, bad purpose: Marketers shouldn’t oversimplify the arguments
Brand purpose campaigns underperform ‘traditional’ marketing on average, but for the ...
Tiffany’s brand needs an update – in fashion, that means alienating loyal customers
The new ‘Not your mother’s Tiffany’ campaign has angered the brand’s older customers, but ...
