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Accountability, C-suite relations

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News

GLOBAL: A collection of the world's largest companies, representing $20tn under management, are coming together to push for a different way of reporting company performance to investors to include "intangible assets" including brand value and ...

Article

This article offers advice to marketers on how they can successfully negotiate pitching to the board of their company.

Article

This event report outlines how Verizon, the telecoms group, is seeking to enhance its media strategy.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Article

The article explores how the Australian advertising industry is tackling ongoing challenges around transparency.

Article

This article examines why marketers often are not seen as important in a company and how they can become company leaders through developing leadership skills.

Article

This article reports on the findings of Effectiveness Week 2016, an IPA event that brought together senior marketers and decision-makers from both agencies and clients, and examines the opportunities it provided.

News

SAN JOSE, CA: There is an increasing expectation among the C suite that chief marketing officers (CMOs) will drive growth and create business value, but a new study suggests that CMOs themselves are uncertain as to how they can best deliver on ...

Research Paper

This paper provides an overview of the Annual Global CEO Survey by PwC, the professional services group which, having run for 20 years, examines how CEOs respond to prolonged disruption in the market.

Article

This article reports ten facts about CMOs that agencies wouldn't necessarily know, with the aim of shining a light on running the public arm of massive organisations in the UK and beyond.

Article

This article outlines three pressing issues for marketers to resolve, based on the views of Marc Pritchard, Chief Brand Officer at Procter & Gamble.

Article

This article asks how groups of people make decisions about the future accurately, suggesting ways in which boardroom decisions can be improved with a little science.

Research Paper

This paper explains how the US-based Delta Air Lines introduced Snackables, a new report format, in order to change the perception of research within the organisation and provide increased value, without increased research spend.

Article

This essay explores agencies' value to boardrooms, considering what they need to change in order to remain relevant and prepared to face business problems.

Article

This essay argues that agencies are fundamentally optimistic, while boardrooms are rather more glass-half-empty; agencies look to optimise while boardrooms prefer to limit damage, so agencies should use this paradigm to prove their value as 'immunisers'.

Article

This article argues that the advertising industry is built upon a misplaced unease and that marketers and brands should be encouraged to be more adventurous because a failed campaign is rarely a disaster.

Article

This article describes how marketers must work to create brand equity while always keeping in mind what is most important for CEOs.

Article

This event report addresses how Avis, the car-rental company, found new customers by looking beyond tried and tested marketing techniques.

Article

This report explains how company growth in today's challenging climate needs to be more meaningful than merely focusing on numbers, and that the route to success is to focus on growing both consumer happiness and employee effectiveness.

Article

This event report considers how issues around the collection and use of their personal data have affected consumers' trust in brands and companies.

Article

This article, taken from the Warc Toolkit 2016 report, looks at developments in attribution and modelling, including new forms of campaign analysis.

Article

This article responds to 'Building marketing's impact in the boardroom', published in Market Leader Q3 2015, which gives practical advice about how to increase marketing's influence in the boardroom.

Article

This article summarises concerns marketers have around media buying transparency and how agencies are responding, and offers ways for clients to protect themselves.

Article

This article explores the essential tenets for being an effective digital marketer.

Article

This event report discusses the measurement challenges facing brands, based on the experience of AT&T, the telecoms company.