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...

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