By valuing new and shiny skills over core strategic skills, the marketing industry is missing out on opportunities to develop the next generation of strategic marketers.
A profound shift is underway, as users migrate away from faceless public squares and toward tighter collectives in digital settings. For marketers, this shift suggests a way through the looming problems of data privacy, writes UM's APAC chief strategy officer.
THE AD CONTRARIAN: The fact that mass reach is harder to achieve than it used to be doesn't mean it's a bad idea. It just requires a more sophisticated strategy—and more sophisticated strategists—to execute properly.
While a recent resurgence of interest in the long-term sculpting of brands is welcome, brand definition by itself won’t drive growth. Here's what will, according to the Asia CEO of brand consultancy Cowan.
Kantar’s validation of Alibaba’s Consumer Asset KPI will help CMOs optimise their brand-building activities within Alibaba's ecosystem, according to the companies.
When it comes to brand building and marketing, there is too much hype surrounding the 'everything app' that is WeChat.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins