Case studies provide useful insights into what works and give us guidelines for how to build effective campaigns in our ever-evolving world. Read more
With the Cannes Lions behind us and the Loeries ahead of us, it is timely to reflect on a distinctly disturbing report released at the French festival last month by the UK’s Institute of Pra... Read more
Having a central connecting idea greatly improves the chances of campaign effectiveness by facilitating integrated planning and customising formats for particular channels further enhances p... Read more
The Sunday Times Next Generation conference was a useful demonstration of how our youth thinks differently; if marketers are to engage successfully with them, listening to them must be the s... Read more
Citing a Nielsen statement that people over 50 are the most valuable generation in the history of marketing, Bob Hoffman asked why “so little time, money and energy” is directed towards this... Read more
As chief marketing officers of two of the top five global advertisers, Unilever and Procter & Gamble respectively, Keith Weed and Marc Pritchard are well placed to identify the issues that n... Read more
