Brand vs performance: What marketers really expect from agencies
Brand and performance marketing are increasingly viewed as two parts of one integrated marketing strategy. IAS research found that 95% ...
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Tag: marketing strategy
Stop fighting for a slice, bake a new pie
Market creation in Africa focuses on creating new demand rather than competing for existing market share. African innovation often emerges ...
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The only L’s I take are Lessons
At some point the news will make its way out to the wider advertising public. Or maybe it won't, because, ...
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Marketing at a crossroads
Marketing must reclaim its strategic role in the C-suite and be recognised as a business growth driver. AI should augment, ...
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We measure the cost of strategy. Why don’t we measure its value?
Strategy is an investment, not a cost: Better thinking leads to better decisions and stronger marketing outcomes. Not all hours ...
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The great advertising divorce
Creative and media integration is now essential because digital marketing requires both disciplines to work together in real time. The ...
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