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The chief strategy officer argues that tone of voice is undervalued and that the best ads are both emotional and functional.
Qualcomm’s AI platforms lead wants teams to automate the busywork but keep the debate that improves ideas.
The B2B marketer, who has spent 45 years on corporate positioning, says the process starts with one question to the chief executive.
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.
iResearch study of 300 marketers finds a wide confidence gap, with Starling Bank CMO Michele Rousseau and Studio.One co-founder Ajaz Ahmed calling for better briefs and greater candour.
