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...
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.
