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Key reading


Metrics for CMO performance

This article offers five steps, illustrated with real-life examples from a major campaign for UPS, that CMOs can use to show the boardroom how a more collaborative approach to the marketing function can help to make more money for the company. These include planning for short- and long-term effects, and measuring in real time.
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Top 10 drivers of advertising profitability 

A ranking of 10 key effectiveness drivers, ranging from market size to creative execution and budget-setting.

Mythbuster: Marketing's obsession with efficiency

Les Binet and Sarah Carter explain the difference between RoI and profitability in campaign effectiveness.

Fifteen ways NOT to evaluate your communications

Les Binet on why finding the effects of comms can be like trying to find a needle in a haystack.

Measuring effectiveness

Best Practice paper on how to measure and demonstrate the effectiveness of marketing budgets.

Latest case studies

Happiness is Whitworths

This case study describes how Whitworths sugar developed a clear brand strategy that helped it gain greater awareness in the UK and grow in a declining market.

JuiceBurst: A story of explosive growth

This case study explores how JuiceBurst was transformed over three years from being largely unknown to one of the UK's fastest growing beverage brands.

Buster Plughole Care: Because plugholes need love too

This case study describes how Buster became the UK's number one brand of plughole unblockers and fresheners by reinventing its image and taking a specialist approach.

Johnnie Walker Houses

This case study describes how Diageo established Scotch whisky as part of a sophisticated and luxurious lifestyle in China by creating an embassy for whisky culture: The Johnnie Walker House.

Latest articles

Monty Bojangles redesign

This case study describes how Monty Bojangles (MB) transformed their chocolate truffles by creating a distinctive brand narrative and replacing conventional brand values with an engaging philosophy.

Measuring the contribution of social media

This edited extract from the IPA Social Works project summarises the key lessons in measuring the effectiveness of social media.

Warc Webinar: Seriously Social 2015

In this webinar, Peter Field discusses his top takeaways from Warc's 'Seriously Social' report, an in-depth analysis of the world's most effective social media campaigns in 2015.

Five digital marketing lessons from comScore

This event report outlines five areas where digital marketing still has room to progress, based on research and analysis conducted by comScore.

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Monique Dolbin


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200