TV viewership has changed dramatically in the past few years. Samsung Ads’ Alex Spurzem writes about how incremental reach can plug the gap in brand campaigns. In recent years, streaming has gone from being the ...
This is part two of this article, read part one here. The making of the world’s most liveable city brand: an insider’s view from the top by Jo Whyte, former executive marketing director at the ...
This is part one of a two-part article. Marketing and advertising activity has, on one hand, greatly contributed to economic development, generation of jobs, innovation and market efficiencies, as well as greater access to culture ...
This is part one of a two-part article. Essayist Anaïs Nin famously said: “We don’t see things as they are, we see them as we are.” Although this may sound metaphorical, recent research across academic ...
This is part two of a two-part article. Read part one here. Done well, design, brand, marketing and communications already bring the user’s perspective to strategic innovation. Combining multiple approaches and mindsets in a structured ...
This is part one of a two-part article. A crisis like the COVID-19 pandemic has rightly forced urgent and frequently changing responses. Despite the best of intentions, this erratic behaviour from both the private and ...
Marketo’s recently released ‘Marketing 2025’ report surveyed over 700 CMOs and CEOs to take a deep dive into the future of marketing. One of the main areas of focus was skills, as the study aimed ...
This is part two of an article and follows on from ‘Character, competence and perspective’. Future-back is a competence that can be developed by first creating a vision and then threading it back to the ...
Nicholas Kontopoulos considers the future of marketing and what our industry will look like by 2025. What skills will marketers need? What tools will marketers use? And, how will marketers be measured? “If you can ...
The Futurecast series kicked off by putting an abyss in front of the reader. That is, the future is plural, unpredictable and rarely a linear path from the present. We explored possible post-COVID scenarios and ...
With an unprecedented number of insights now available from a myriad of channels around the clock, are marketers drowning in data? Brent Banning writes about why data integration and management is crucial to a successful ...
