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Article

Gemma Greaves discusses with Diageo’s Syl Saller and John Lewis’ Craig Inglis how bravery is necessary to do better marketing.

Article

Interviews Vince Cable, leader of UK political party the Liberal Democrats, and examines how he has handled his leadership role.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Article

Advancing the digital-marketing agenda inside large companies is often a complex task, and thus requires a carefully considered approach.

News

GLOBAL: Marketers believe that they are likely to waste around a quarter of their marketing budgets this year, according to a new report that also highlights how they remain focused on reach rather than tracking performance.

News

LONDON/ROTTERDAM: In the eighteen months since Unilever announced the creation of its in-house agency U-Studio, it has achieved significant efficiencies in its digital marketing.

Article

Reveals the books that influenced Sean Healy, head of comms planning worldwide at ZenithOptimedia.

Article

This article reveals the books that influenced Jed Hallam, chief strategy officer at Initiative.

News

DURHAM, NC: More than a third of CMOs see having the right talent as the most important factor in driving future organic business growth, according to a new study.

Research Paper

In this article, the author conducts an empirical diagnosis of managers' views and perceptions in the context of use of information obtained from marketing research in decision-making processes.

Article

Heineken USA, the brewing group, is seeking to meet the challenges that “walled gardens” pose to brands that are seeking to connect with consumers in the digital ecosystem.

Article

A growing number of brands are seeking to sell their products directly to consumers, a shift that reflects the broader evolution of the marketing ecosystem.

Article

Brexit will have a significant impact on UK businesses, but uncertainty surrounds how it will impact advertising, an industry that generates £6 in the UK economy for every £1 spent.

Article

Reveals the books that influenced Nick Hirst, head of planning at adam&eveDDB.

Research Paper

This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility.

Opinion

Resisting the urge to make predictions for the year ahead, Gareth Kay offers up three wishes that he hopes will happen this year, in order to move towards creating a more robust and vital marketing industry.

Article

Smartphone technology has led to the consumer decision-making process merging its distinct moments into a Ubiquitous Moment of Truth.

Article

Reveals the books that influenced Jim Coleman, UK CEO of We Are Social.

Opinion

All brands need to innovate - it’s the only way of staying fresh, relevant and useful - but when, where and how to do it? Nick Burcher, Director of Digital at MediaCom and a judge for the 2017 WARC Awards, looks to the past to find innovation lessons for the future.

Article

Demystifies how US companies are investing in audience data, helping practitioners benchmark their own spending against industry norms and establish a firmer basis for future investments.

News

SAN FRANCISCO: Barney Harford is the brand new Chief Operating Officer of Uber, the ride-hailing tech firm, and even before he takes up his post in January he has signalled major changes, including the company’s approach to marketing.

Article

Anselmo Ramos, co-founder of DAVID, gives his tips for clients to improve their agency relationships – and their creative work.

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Article

Marketers can help trigger inspiration within themselves by being aware of the three elements which combine to create it.

Article

Expectations of leadership have changed since the time of the 2015 UK general election, but many of the qualifying conditions endure.