Research has shown that brand share bears little relationship to the segments brands might be trying to attract.
JD Finance's promotional film on Douyin mocks a lower-income airline passenger while targeting such consumers for its loan service.
Libra promises to provide the unbanked with financial flexibility, which would benefit brands, especially in Asia. But government objections could scupper its chances.
FRONT STAGE PASS: Exclusive access to some of Campaign360's best on-stage sessions. Here, procurement, consultancy and marketing weigh-in on how to best work with finance teams on business goals.
Although CFOs and CMOs are still somewhat misaligned in terms of goals and mutual trust, the distance between them is shrinking, according to exclusive research by Campaign and Kantar.
Despite many regular meetings and discussions, the relationship between CMOs and CFOs could be a lot smoother, finds a panel at Campaign360 — and good metrics are at the heart of this.
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