Industry

Marketers seeking to maximise the impact of their creative work can now draw on a six-stage framework outlined in “The Effectiveness Code”, a new white paper released by Cannes Lions and WARC that is based on the analysis of nearly…

Olusegun McMedal, Chairman, Lagos NIPR As the country groans under the weight of the economic challenges necessitated by the COVID-19 pandemic, the public relations practitioners in Nigeria overwhelmingly agreed that their service…

The global ad economy will contract 7.2% this year -- the worst reduction in worldwide ad spending in recent memory -- according to the latest estimates from IPG Mediabrands Magna unit. That estimate includes the stimulus from…

By Janice Tan Consultancy fees and billable hours are always areas that remain somewhat a mystery given there aren't that many hard and fast rules to billing a client. At times, the race to acquire new clients can lead to…

Global consumers are now less concerned than they were in April about the coronavirus situation in their own country, although more people expect the outbreak to take six months or longer to overcome and optimism has decreased in many…

Africa’s Leading Marketing Technology Company, Plaqad has launched SocialCred, the continent's first-ever social media clout ranking app. The Lagos-based startup, which celebrated its third anniversary earlier in May is reputed…

Many industry analysts predicted 2020 to be the year of change in agency-client relationships. Media and marketing consultancy ID Comms forecasted (pre-pandemic) at least a half dozen multibillion-dollar media pitches in the first…

By Tokunboh George-Taylor Most companies develop a robust crisis communications manual. However, a few would have anticipated a pandemic like COVID-19. In the past weeks, brands were not sure when, what and how to communicate. It…

Television advertisers could benefit from using the “persuasion rating point” as a metric to understand the impact of their commercials, according to a study published by the Journal of Advertising Research (JAR) The analysis was…

COVID-19 has ended years of double-digit growth for the digital advertising industry in Europe, but new figures from IAB Europe indicate that its decline in 2020, at -5.5%, will be far less than that experienced by all other media, at…