Knowledge

Article 4 minutes

How do we measure the value of brand activity?

Focus on top-of-funnel metrics, media mix models and getting creative with tools to reach business objectives for measuring the impact of brand activity says Patrick Mazzotta in Advertising Week.

Article 6 minutes

What does it all mean? Sector unpicks Q4 Bellwether

Patrick Mazzotta reacts to the latest IPA (Institute of Practitioners in Advertising) Bellwether Report. Read more expert opinions here.

Article 2 minutes

Will AI kill creative teams in 2023?

2023 is heating up with the rise of ChatGPT and the question on everyone’s mind, can AI really compete with human creativity? Read what David Hughes has to say.

Article 10 minutes

Retail media in 2023: What do the experts predict?

Donia Baddou shares her predictions on the role of creative, the need for better measurement and potential fragmentation.

Article 1 minute

Carbon neutral certification – everything you need to know

Carbon neutral certification is a key milestone in helping businesses become sustainable, inclusive and transparent.

Article

IPA Bellwether: budgets increase but negative outlook hardens

Despite the market’s uncertainty around inflation, currency weakness and supply-chain issues, Patrick Mazzotta sees a volatile Q4 as an opportunity for dynamic brands to seize.

Video 5 minutes

Winning consumer trust in a post-purpose market

Purpose pioneer Thomas Kolster renounces his previous beliefs. He sounds a warning to brands not to engage in purpose-washing, and suggests they rather build consumer trust through transformational promises.

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Video 5 minutes

Brand intimacy: A new paradigm in marketing

Mario Natarelli unveils the concept of brand intimacy. He emphasises why forming emotional bonds with consumers – and other stakeholders – will lead to growth.

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Video 5 minutes

Building diverse and inclusive communities

Jephtah Abu shares his advice on how to build diverse and inclusive communities – and details what success looks like.

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Video 5 minutes

Champion your brand: Becoming an effective spokesperson

Rebecca emphasises the advantages of developing brand champions within a business that can effectively represent a brand, no matter the audience.

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Article 5 minutes

Brand loyalty in an inflation crisis: What the consumer sentiment data tells us

Charlie Makin provides some incredible insight on how to generate long-term brand loyalty in the current climate.

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