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Drawing on IPA and Bauer Media research into 569 campaigns, Tindall argues the two channels drive brand effects and trust, and that better creative would multiply the results.
Winning The Great Brand Race finds that using all three channels together is associated with 33% more brand effects and 8% more business effects.
Holt also discussed a cultural misstep from her time at Merlin and why marketers need the finance chief on side.
The Glanbia Performance Nutrition insights chief argues that judgment is the overlooked discipline, that B2B buyers are less rational than assumed and that people still decide what matters.
The Ben & Jerry’s co-founder’s call for campaign ideas to push Magnum into a sale is ambitious but poorly briefed, Andrew Tindall argues, and it shows how weak briefing remains across the industry.
