Many marketers are still making the error of focusing their digital attention on short-term activation and thus neglect the importance of brand building, according to Les Binet, head of effectiveness at agency adam&eveDDB.
The push for quick returns, with pressure from both investors and company management, is jeopardising brands' ability to deliver long-term growth – but forward-thinking organisations could solve this self-defeating cycle, writes Gareth Price, senior planner at J. Walter Thompson London.
The success of the ‘Dundee’ Super Bowl campaign points the way for the future, says Tourism Australia’s Lisa Ronson, who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.
Brian Carruthers, Event Reports, IPA EffWeek, October 2018
The work of Les Binet and Peter Field has established that the most effective advertising is split 60:40 between brand building and activation; their latest research looks in more detail at how this works in the context of different categories and purchase behaviours.
Emma Pengelly, Event Reports, IAB UK Digital Upfronts: JCDecaux, October 2018
A recent study by specialist media consultancy, Work Research, reveals there is disparity between marketers’ desires to pursue long-term brand building strategies and the reality of allocating media money to short-term sales response channels.
Les Binet and Peter Field, Institute of Practitioners in Advertising, October 2018
Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.
Following extensive measurement of emotional responses to TV ads and the intensity of those emotions, behavioural agency System1 claims to have cracked some long-standing industry conundrums, including how to put a value on creativity.
Marketers around the world are continuing to struggle when it comes to assessing their performance, largely because of uncertainty about optimising their media investment and difficulties in understanding cross-channel behaviour.
This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
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