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 performance of strong brands were less affected by the 2008 financial crisis and recovered a good two and a half years earlier than the other brands. Read more
Most marketers are confident they are producing integrated multichannel campaigns; unfortunately, this is not a view shared by consumers. Read more
The mention of AI does provoke fear in many, but it has had real positive results. Netflix claims to have saved itself $1 billion in subscriber loss by using AI to predict viewer preferences... Read more
Adverts that link brands to solving societal issues and those that emphasise family and friends find a place in the hearts and minds of consumers. Read more
This was the first year non-US brands grew faster than US brands. Fourteen Chinese brands appear in the Top 100 ranking compared to just one (China Mobile) in 2006. Read more
