In the coming year, marketers will not only need to enhance their personalisation and AI capabilities, but also their use of technologies that make campaign creation more sustainable.
The craft and conditions to drive greater creative effectiveness were explored by experts at an event hosted by TV marketing body Thinkbox.
To help foster creativity, advertisers are advised to repeat winning formulas, allocate resource against outcomes not inputs, and help the C-suite understand the commercial importance of brand, according to a new study by Thinkbox.
The creative agency improved its pitch conversion rate by 28% in 2022, attracting brands from Netflix to Wayfair in the process.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
ISBA and the IPA’s newly launched Pitch Positive Pledge aims to ensure all pitch processes are necessary, efficient and mindful of mental health.
Making web accessibility standard practice expands a company’s reach to the 15% of global consumers living with a disability, as well as mitigating legal risks.
More than a third of marketing budgets are wasted due to “terrible” briefs, according to a study published this week, but there are steps marketers can take to ensure the brief hits the right note.
There’s growing momentum around a refocus on outcomes over agency inputs, but by defining ‘value’ too narrowly, marketers risk missing the opportunity.
From Delony Sledge to Fernando Machado, marketers with a coherent brand philosophy produce better and more consistent advertising.
Showing commitment, energy and passion is far more important than gimmicks and big ideas when it comes to pitching.
Marketers are becoming increasingly disenfranchised by the lack of transparency in agency relationships, but there are steps that can be taken to help restore trust.
There’s a gap between marketing and wider business sustainability goals – but a new report highlights what action marketers can take to bridge it.
The former agency boss replaces Jude Bridge at the helm of the marketing consultancy.
Brands need big ideas to earn fame, but even though most media spend goes on digital, digital agencies are not set up for creative excellence.