When marketers focus on short-term revenue-harvesting, it causes them to take their eye off the ball when it comes to driving longer-term business success.
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There are so many considerations. When is it the right time? Should you identify your own successors? Whose advice do you trust? How do you prepare for the loss of power?
By creating a more collaborative relationship, CMOs and CFOs can dispel misconceptions around marketing and establish clear, shared objectives.
Programmatic is a major source of advertising’s carbon emissions, but it doesn’t have to be this way. A new approach can bring both sustainability and commercial benefits.
In the chess match that will decide the fate of third-party cookies, Google has pulled a Bobby Fischer. What does this mean for the industry?
Marketers would be wise to follow developments of the Apple Vision Pro and how gamers are using the tech. It offers brands the opportunity to test and understand ahead of the eventual introduction of advertising.
Broadcasters must better embrace tech and learn from streaming platforms by introducing concepts such as gamification. Moreover, they need a strategic approach to manage all these changes.
The focus on cost turns pitches into competitions of who offers the lowest price, trapping brands in cycles of poor partnerships and preventing agencies from doing what they do best. How do we fix this?
Dynamic creative optimisation’s many advantages are barely noticed now — but the ongoing deprecation of third-party cookies and growing data privacy limitations could change that.
Being disruptive increases your brand value. But you can only define your approach to disruption once you have understood both the enemy and yourself.