More Strategy Leaders articles

As an industry, we are obsessed with efficiency. But what if the creation of brilliant ideas requires large dollops of inefficiency — the mull, the stare into space, the browse?

This cohort is confident yet vulnerable, shaped by digital, social media and the Covid-19 pandemic, new research suggests.

Media planning needs to focus on memorability and how media, targeting and creative work together to make brands memorable. Here’s how to hack the memory code.

Engagement through rage can drive users away. Smart platforms will attract those seeking more positivity, providing advertisers with greater environments to spend.

Halifax turned to the entertainment publisher to help “demystify” the mortgage process through a social video partnership.

Fame used to be rare and centralised but now, thanks to social media, fame is everywhere. But it’s also fragmented and hyper-targeted. How do brands break through in this new world?

Size isn’t the only opportunity. Building good relationships with media owners means jointly understanding what success looks like and ensures client, agency and media owner can unlock mutual growth.

Exclusive: Daniel Chapman and Susan Kingston-Brown explain why the IPG Mediabrands agency wants to replace the funnel with a non-linear philosophy grounded in its proprietary Brand Pattern Model.

Sky Bet was looking for cut-through during the busy Christmas period and turned to a mix of “less competitive areas” to “super-size” the gift of sport.

Doing the right thing will make your marketing more effective. It’s time to abandon the DEI, governance and sustainability silos.