- Attention can be used to inform media planning, trading and campaign measurement and marketers should look to establish an attention strategy that makes most sense for their brands.
- Research by Kantar and Affectiva suggests three areas where inclusivity can make advertising more effective: casting, storytelling and communicating brand purpose.
- James Hurman argues that marketers need to reframe brand building as the creation of future demand and a new project called the Advertising Research Community aims to tackle the industry’s knowledge deficit by showcasing effectiveness across a broader range of campaigns.
- Business-to-business marketing is shifting from sales enablement to playing a...
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