The COVID-19 pandemic has encouraged over half (55%) of marketers to focus more on campaign effectiveness, according to a Kantar survey of senior marketers worldwide.
This might mean more of a focus on optimisation and measurement, but also restructuring the talent available in the company to have the right blend of data-savvy, creativity and foundational brand skills to create more effective marketing campaigns.
Being 'more innovative and more willing to try something new' and relying 'more on digital media to ensure greater agility' immediately follow, at 53%. This need for greater agility extends into 'more flexible...