Building bridges from theory to practice

Brand marketers need to (re)acquaint themselves with marketing theory and then build bridges from the theory into the day-to-day conversations they have with their agencies, says Twinings’ director of marketing excellence.

Brand-building advertising will become more important in a digitally disrupted, post-pandemic, recessionary and inflationary period, System1’s chief innovation officer Orlando Wood believes. Yet IPA research, he told the IPA’s EffWorks Global conference (London, October 2022), suggests “a lack of confidence, experience and indeed understanding today in senior business circles as to what brand-building advertising actually is, how it works, what it looks like”.

That’s because there’s a generation of marketers and business leaders whose understanding has been informed by years of low inflation and low interest rates coinciding with the rise of the digital we now take for granted. The...

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