Providing awareness and understanding of how marketing works, and how to write the best brief, develop the best process for planning and executing marketing programmes, and motivating marketing and agency teams.
How left-brain thinking is undermining creativity and making advertising less effective. Crucially, the study also provides practical advice to reverse this decline.
When even award-winning work generates fewer business results and adopts short-term goals, you know there is a crisis.
How does creativity contribute to long-term growth? This is the question that Orlando Wood of System1 Group set out to find out.
Advertising that uses creativity, in the form of brand characters or motifs, markedly improves its emotional response and recognition.
This report outlines the challenges and opportunities for collaboration between marketing and finance.
At EffWeek 2018 we’ve published a quantitative analysis of the prevalence marketing effectiveness culture in agencies, brands and finance departments.