Opinion

Helping marketers win their budget battles in times of uncertainty, Paul Head talks up the power of brand advertising..

Perceptive’s Oliver Allen says there’s a pervading theory that customer loyalty is a myth – that if it ever existed, it’s gone the way of the Blockbuster. But maybe it’s just not for everyone or forever.

How do you use strategy to inform creativity, and how do successful people get things done? Just ask Mike Hutcheson. A quick Google search will […]

Not getting the level of strategic support you’d like from your agency partners? Luke Meurant cautions that a lack of internal understanding of brand strategy may cause the incorrect deployment of external resources.

Matt Jarman says collecting data is the easy part. But, if marketers don’t know what data is being collected, how can communication be truly personalised? […]

Agencies are dead? Long live agencies? Chemistry’s Director Mike Larmer suggests how they can secure a more successful future for themselves (and their clients).

Taking up the baton in this issue’s Making Business Personal Relay is Cassie Roma, who reveals the ‘secret’ to creating an environment that allows your creativity to thrive.

Talk up your title! That’s the word from Marking Association CEO John Miles, who says marketing sometimes doesn’t get its dues – and that may be the fault of the marketers themselves.

Don’t you hate the term ‘never lived up to their potential? We often hear it when talking about up-and-coming sports players or when successful people fall off the wagon. It’s really a term that suggests you had everything there and going for you, but you didn’t use it.