Businesses have a unique opportunity to adapt, streamline processes, position themselves for future growth and stay ahead of the competition by investing in marketing, which can be a powerful driver of success.
An accountant and an analyst explain what makes marketing spend vulnerable to cuts and how to justify the value of brand advertising to the CFO.
Temu’s Super Bowl spot sent a strong signal of the global ambitions of Chinese firms and the far-reaching implications of the country opening back up, GroupM tells Campaign.
Without strong brand equity, no amount of performance advertising will keep your products on people’s carefully budgeted shopping lists, say Wavemaker's top researchers.
Brands have woken up to how an increased focus on sustainable, green or ethical practices impacts their bottom lines (or triple bottom lines, to be more accurate). However, the impact of recession throws a sizeable spanner in the works.
Campaign speaks to agencies across the region to find out how they are preparing for a potential global recession—and whether it could be an opportunity to shine for smaller agencies.
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