Think piece

Knowledge Corner from The Economist Group

We’re delighted to announce that The Economist Group in Asia have become our official knowledge partner.
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Mind vs. Machine: When it comes to branding, who will win?

Humans should be worried. Hawking, Berners-Lee and Zuckerberg have all given their warnings.
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5 lessons from the EU campaign

Did we have a balanced debate about the EU? With 52% voting to leave, my sense is that we were let down by a lack of information and in certain cases, misinformation.
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Does supermarket advertising lack ambition?

Following the Morrisons, Asda and Co-operative creative reviews, and ahead of a possible Sainsbury's pitch...
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Want great marketing? Be more Iceland

I was once asked by Campaign for my "personal mantra'" and I responded with the answer, "Simplicity is Genius".
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Do the right thing

Professor Mark Ritson recently delivered an inspiring presentation at Marketing Week Live which is now online for those who couldn’t attend.
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Marketers will need to adapt tactics for on-demand customer service

Customer service can make or break a brand. One poor service experience can waste expensive marketing work, no matter how persuasive.
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Evolving the creative brief for more compelling video content

Just about everything in marketing has changed in the last ten years.
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You’re paying the piper, but are you calling the tune?

Trust between brands and agencies has been a recent hot topic.
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Five signs your thought leadership content is crap

B2B communications specialist Allan Tan offers fives ways to work out if your thought leadership content might be missing the mark.
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