A fixation on short-term results, and the pressure to deliver ever-increasing growth, means that management, processes, structures and cultures are hard-wired into how a business makes money, often at the expense of how it will make money in the future.
Aesop’s Fables have become embedded in everyday conversation but, says Malcolm White, some of the tales can be used to help solve a number of today’s business, marketing and communications problems, and offers some examples of how they apply.
NEW YORK: The top priority for B2B sales and marketing teams over the coming year is to increase their use of data and analytics to better meet business needs, according to a new survey of 500 business executives in Europe and North America.
GLOBAL: With the GDPR due to be implemented in a month’s time, many marketers at major multinationals are not fully aware of the implications for future campaigns, according to new research from the World Federation of Advertisers (WFA).
GLOBAL: Marketers believe that they are likely to waste around a quarter of their marketing budgets this year, according to a new report that also highlights how they remain focused on reach rather than tracking performance.
This article explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.
This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.
Nick Kendall, WARC Best Practice, October 2016
This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.
This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.