Perspectives

The Problem With ‘Traditional’ Retail Marketing Retail marketing wasn’t built for nuance. It was built for reach. Mass emails. Static ads. One-size-fits-all messaging. That worked fine when audiences were local, predictable, and passive. Imagine a shopper in...

https://www.youtube.com/watch?v=qlDTwun-s2s Cost Efficiency in the Long Run Brands reassessing their marketing structures more and more often nowadays, note Danielle & Conor. Particularly in-housing is on the rise. Many companies are shifting creative production...

The creative production process was always complicated but social media and smartphones changed the game. It became even tougher for global brands to produce pixel-perfect campaigns across markets and channels at scale. Brands are under constant pressure to deliver...

Relevant Industry Trends for 2024 Renowned industry authorities like Forbes, Gartner, and Forrester annually scrutinise the horizon for Marketing Managers, forecasting the trends and challenges of the upcoming year. Their insights reveal a compelling narrative for...

What makes an ad creative powerful? For many in the advertising community, it’s about being human-first, using data insights as a starting point, and keeping creativity at the forefront.    After all, producing thoughtful and targeted ad creatives will help...

Tabitha Winter shares her insights on how Entain harnessed Creative Automation to create relevant and contextual advertising at scale. She emphasises the importance of personalising campaigns, speaking directly to target audiences and the role of Creative Automation...

With 600+ employees, Sky Creative is one of the biggest in-house creative agencies in Europe. Changes to their technology mix were necessary when a lack of clarity and visibility emerged from the variety of communication channels, isolated departments working...

Marketers questioned by Gartner for its 2022 Martech survey use – on average – only 42% of their marketing technology’s capabilities. This is down significantly from 2020’s already dismally low figure of 58%. So, what’s going wrong? According to Gartner, the...

It is no secret that the tech industry is still a largely male-dominated industry. Especially when it comes to leadership positions as less than 20% of them are filled by women. Of course, in the early days we didn’t look at statistics like these. I was the fourth...