The importance of creativity in long-term brand building
Brands that develop and support distinctive brand assets build memory structures that last longer and decay slower."
June 2020
How to optimise value from programmatic media buying
It’s impossible for marketers to know whether the links in the programmatic supply chain that serve their brand are adding value unless they understand the structure, purpose, and design of that chain.
May 2020
Advertising through a recession
Brands are likely to need to hold their nerve for longer and dig deeper than in previous recessions.”
April 2020
Using econometrics to shape marketing investment
The journey for building marketing budgets should now begin with overall business objectives.
November 2019
The four principal advantages of running a centralised media function
For many brands, customer journey management is now one of the most important lenses through which they can and should manage their marketing communications.
September 2019
How CMOs can achieve better outcomes in a world of increasing media complexity
CMOs need a structured framework to make sense of all the aspects of today’s complex and fragmented media landscape and to take advantage of the emerging opportunities available for brands.
May 2019
Best practice guidelines to help advertisers succeed in the art and science of agency selection
The relationship between an advertiser and its media agency of record is one of the most important for brand owners to get right. But the process of an agency review can be incredibly challenging,
March 2019
Critical considerations in selecting the right agency partner
Agency selection is an art and a science – an art because it demands stakeholder management and personal relationships, a science because it requires rigorous application of structured methodology.
October 2018
