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Global, 22nd-26th June 2020

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Article

A “small-budget fallacy” is encouraging marketers with limited resources to ignore the main drivers of effectiveness when formulating their strategies.

Article

A Vivendi study found that nearly half of global consumers expect their media behaviours to permanently change after COVID-19.

Article

Amid unprecedented challenges in 2020, leading CMOs are committing to tangible change and leading with accountability on social issues like racial inequality.

Article

Post-normal is a set of tools that attempt to help us understand a world in which uncertainty is not a bug in the system but fundamental to the system itself.

Article

Procter & Gamble, the consumer-packaged goods manufacturer, is ensuring that its marketers and supply-chain experts are more closely aligned to meet the rising demand on e-commerce platforms.

Article

Nivea’s chief marketer explores the details of how the challenges of taking on a new top job and understanding innovation affect the discipline.

Article

GlaxoSmithKline (GSK), the consumer healthcare company, took a multifaceted approach to its COVID-19 response strategy, covering everything from content to media and e-commerce.

Article

Attention is growing importance as a measure of advertising effectiveness and, indeed, in the buying and selling of media.

Article

Budweiser, the beer brand, is ramping up its e-commerce capabilities as more shoppers turn to e-commerce in the face of the COVID-19 pandemic.

Article

Research firm System1 has taken a deep dive into advertising effectiveness during the COVID-19 pandemic in order to understand which types of commercials are effective.

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Procter & Gamble, the consumer-packaged goods manufacturer, is using the power of marketing to help tackle the systemic racism faced by the Black community in the United States.

Article

Bozoma Saint John, the CMO of Endeavor, has invaluable advice for marketers that are seeking to advance the cause of racial equality.

Article

Research undertaken by James Hurman and Peter Field points to a "Creative Commitment" metric as having a strong correlation with campaign effectiveness.

Article

Brands are ramping up their investment in e-commerce in the wake of the COVID-19 pandemic, but the pace of change can make it difficult to direct investment in the most impactful way.

Article

Vox Media, the US digital media publisher, changed approach to deliver branded content projects during the Coronavirus pandemic.

Article

The Creative Effectiveness Ladder provides marketers with a rigorous framework to measure the impact of their creative work.