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21 September 2021
Respect: What brand deserves and how APAC marketers can get it
Accountability, C-Suite relationsManaging the marketing functionMarketing budgets
In the ongoing battle between between the instant results of performance marketing and the longer-term effects of brand marketing, there are some ways that marketers can ensure “brand” gets the respect it deserves, according to the marketing chiefs of Experian, The Wall Street Journal and Allied World Insurance.
Why it matters
It is critical that marketers determine the right allocation of budget because if they don’t spend enough on brand, then performance marketing will become less effective over time.