News
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18 November 2019
Multicultural representation is still falling short in marketing departments, according to a study from the Association of National Advertisers (ANA) and its Alliance for Inclusive and Multicultural Marketing (AIMM) unit.
News
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15 November 2019
There is a growing disconnect across the C-suite about what other professionals consider the role of the chief marketing officer to be, according to a new survey that even finds differences of opinion between CMOs and their own marketing teams.
Article
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Geoffrey Precourt, WARC Exclusive, November 2019
The Alliance for Inclusive and Multicultural Marketing (AIMM), a unit of the Association of National Advertisers (ANA), found in a study that major diversity gaps still exist in the industry.
Opinion
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Amy Rodgers & Dr. Emma Slade, November 2019
What should be the balance between data and creative people? How can you make a success of your martech investment? Experts gave their views to Amy Rogers and Dr Emma Slade.
Article
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Greg Paull, Admap, November 2019
Presents five ways APAC CMOs can chase growth through partnerships.
News
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30 October 2019
A CMO focus on customer value, extreme bifurcation of customer experience (CX) and a surge in privacy class-action lawsuits are what marketers have to look forward to in 2020, according to Forrester’s Predictions 2020 report.
Opinion
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Amy Rodgers & Dr. Emma Slade, October 2019
Marketing technology has become a growing necessity for brands in recent years as digital technologies have boomed and the need to automate and optimise processes for competitive advantage have increased – here experts discuss how to get that investment over the line.
Article
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Marco Vriens, Stephen Brokaw, Douwe Rademaker and Rogier Verhulst, International Journal of Market Research, Vol. 61, No. 5, 2019, pp. 492-501
As an industry, marketing research has enjoyed decades of systemic growth. Unfortunately, dissatisfaction with the return on marketing research investments has also been consistently voiced.
News
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23 October 2019
QSR titan KFC has created impressive work across much of the world’s most populous continent, carving out a significant position in the market; at Spikes Asia, Annabel Fribence, CMO of KFC Asia Central described the process.
Article
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Low Lai Chow, Event Reports, Spikes Asia, September 2019
At Spikes Asia 2019 Annabel Fribence, CMO of KFC Asia Central, talks about embracing the pace of change within marketing and how the brand approaches the quest for cultural resonance in each market in the region.
News
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15 October 2019
The rise of performance marketing and short-termism means that that today’s marketers often lack the necessary skills to address core marketing principles of brand building and creating long-term value, according to LEGO CMO Julia Goldin.
Data
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WARC Data, October 2019
Discusses the findings of a research project carried out in conjunction with BDO and the University of Bristol, which took the form of an online survey of more than 750 brands and agencies based in the Americas, Europe and APAC.
News
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10 October 2019
DTC businesses are all about creating brands and growing them – and while there’s an understandable emphasis on performance marketing, the brand experience is ultimately a key factor in success or failure, says a marketer with experience of both ...
News
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09 October 2019
Most senior marketers believe brand is crucial in driving buyer behaviour for prospects and a critical driver, too, for existing customers, a new survey shows.
Article
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Craig Charney, Research on WARC, October 2019
This research looks at consumer concerns, digital disconnects, and economic nationalism in the US and China. To download the full report, go to this link: www.amanewyork.org/techlash.
Opinion
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WARC, October 2019
Liliana Caimacan is head of global innovation at Tata Global Beverages. She tells WARC why the business is looking beyond the black tea category and how partners are helping develop new product ideas.
Article
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Nazia Du Bois and Lorna Sommerville, Admap, October 2019
Nazia Du Bois, Founder of Ricebowl Strategy, in conversation with Lorna Sommerville, CMO of Function of Beauty, a personalised hair care business, on the inner workings of DTC brands.
Article
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Admap, October 2019
A summary of new thinking and best practice on winning in the era of brand experience from Admap.
Article
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Darren Coleman, Admap, October 2019
Details how to structure brand experience building initiatives by demystifying the brand experience building process.
Opinion
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WARC, October 2019
Melissa Weston is marketing lead UK & Ireland for the fashion e-commerce Zalando. She talks to WARC about the company’s marketing strategy and its tech investments, and how it plans to be a starting point for fashion.
Article
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Anna Hamill, WARC Exclusive, October 2019
Part of WARC’s CMO Growth Council report, this interview with LEGO Group CMO Julia Goldin explains how marketing can overcome the talent crunch.
Article
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WARC Exclusive, October 2019
Summarises the discussions and ideas of the CMO Growth Council, a collection of the marketing industry’s top talent.
Opinion
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Stephen Whiteside, September 2019
The final day of Advertising Week New York 2019 offered a wide range of insights, from the importance of “saves” as a metric on Instagram to the fact many ads fall short in their depictions of mothers.
Opinion
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Stephen Whiteside, September 2019
The penultimate day of Advertising Week New York 2019 featured some big names on the stage, and some even bigger issues for marketers to think about.
Opinion
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Stephen Whiteside, September 2019
The second day of Advertising Week New York 2019 coincided with the United Nations General Assembly in the Big Apple – and laid out a multi-faceted agenda for brands around the world to consider.
