Think piece
Why TV is the Safest Bet in the Digital World
Contrary to common assumptions, TV advertising is one of the least risky and most profitable marketing investments, according to the Profit Ability 2 report by Thinkbox and with traditional barriers like high costs and slow execution dissolving through AI and BVOD tech, TV offers far greater predictability in comparison to the supposedly 'safe bet' digital channels.
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Now is the Time for Creativity!
In high-pressure times when fear of failure can stifle creativity, organisations should foster creative culture by encouraging experimental thinking and championing those who push for unconventional approaches, explains Publicis Groupe's Amrita Randhawa as part of The Creativity Crisis Challenge series.
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Creative. To be or ever to be.
Amid rapid technological change, human qualities of authenticity, empathy and purpose remain the most valuable aspects of creativity, writes Vidya Manmohan, Founder of V4Good, advocating for meaningful work that respects craft and builds lasting positive impact.
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Making the case for creativity in a changing world
As part of our The Creativity Crisis Challenge series, Paul Coxhill urges brands to embed creativity across the entire business and shares the behaviours of those that are already doing this and as a result, are engaging more customers and driving growth.
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Beyond the Brands We Build: Why Personal Branding Matters More Than Ever
As marketers we spend our working lives shaping brands but building your own personal brand is every bit as important.
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From Reflection to Action: How the Marketing Leaders Programme Transformed My Leadership Approach
Recent delegate Shell's Omar Abouseif on his experience of attending The Marketing Leaders Programme and how it transformed his leadership approach.
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Growth through premiumisation: don't raise prices, lower risk
Design Bridge and Partners' Matt Boffey makes the case for brands to focus on reducing 'substitution risk' making it harder for customers to accept alternatives, rather than simply raising prices.
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Why Don’t More CMOs Become CEOs?
Siew Ting Foo reviews the recent The CEO Conversations event in Singapore with FairPrice's Grace Chua and discovers what it takes to get more CMO making the leap to CEO.
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The Fellows Fundamentals: Marketing Communications
As part of our The Fellows Fundamentals series, Chair of Fellows Chris Macleod provides a comprehensive overview of marketing communications (MarComms) as a strategic discipline and an important part of the marketing mix.
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Unblocking Our Energy for Marketing Success
Energy is the lifeblood of creativity. Only when we understand what to do to shift our energy when it feels stuck, can we think differently about marketing challenges and find breakthrough solutions.
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