Opinion

By Max Eaglen While there is no doubt that improving customer service quite rightly lies at the top of the page of every business mandate, stopping the problem in the first place – prevention rather than cure – surely must have a place…

A deeper appreciation of classical rhetoric could help advertising practitioners and scholars improve their understanding of what makes for strong creative, according a paper in the Journal of Advertising Research (JAR). Alexander…

From disruptive startup hubs to closely integrated teams, brands are pioneering new models of innovation, but marketing’s influence is key to ensuring these fulfil genuine customer needs. By Charlotte Rogers ‘Innovate or die’ is a…

By Tunji Faleye In this new age, there is no need to start explaining the importance of data to marketers and its usefulness to the business of marketing.  What we should be interested in now is the accuracy of the data and…

By Ann-Christine Diaz Advertising vet Jenny Gadd has steered production departments at agencies such as Ogilvy & Mather, Johannes Leonardo and Fallon Minneapolis, and served as executive producer at digital…

GDPR will not just have an impact on how marketers can collect data but how they use it to create personalised and targeted online advertising. By Michael Barnett Brands could see the price of personalised online advertising…

By Tony Walford When the world’s biggest advertiser speaks, the marcomms industry listens. And when it acts, or makes a proposal, then the industry either rubs its hands in glee, or more likely, goes into a panic. Procter &…

By Tunji Faleye Few years back, the Nigerian economy welcomed e-commerce business which instantly became a hot new trend in the country’s economy. The sector caught people by a surprise as nobody ever thought of staying in one’s…

Trust. It’s difficult enough to build at the best of times and these most certainly aren’t the best of times. Especially for brands. And especially for brands on social media. Indeed, no matter how high you, as a business, manage to…

By J Barbush The past month of my life outside of work was spent judging branded entertainment award show entries. As I watched submissions, patterns began to emerge. The one glaring takeaway was this: The stories we tell are…