Marketing effectiveness best practice needs an evidence-based approach that uses a variety of measurement techniques, not relying on spurious digital metrics.
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With in-housing on the rise and a continued focus on efficiency and targeting, the industry could do better to quantify the value of creativity.
Everything in digital can be measured and this abundance of measurement gives marketers a feeling of control. But we have forgotten the basics of marketing that still apply today.
| Maria Iu
UK adspend expected to be up 5.9%, compared with 3.9% in October’s Expenditure Report.
The “exodus” of talent is one of the industry’s most pressing challenges, according to a leading cinema executive and rising star in media.
We need to bring back the generalist to properly serve clients as AI streamlines previously labour-intensive processes, argues VCCP Media’s joint chief strategy officer.
Investing in accessible advertising helps brands amplify their reach and develop a deeper connection with a large audience.
Box office revenue eclipsed a key milestone in cinema’s post-Covid recovery, but remains behind pre-pandemic levels.