We continue to see highly creative one-off commercials quickly forgotten, and worse; many people remember the spot but not the brand. In his recent Ad Age article, Superbowl Marketing Has a Real ...

Marketing executives have spent decades perfecting ways to measure advertising effectiveness. Brand recall studies, aided awareness surveys, and post-campaign research all ask variations of the same ...

Creative restraint has emerged as a strategic advantage. Minimalist layouts and focused messaging outperform cluttered visuals competing for cognitive bandwidth. A single strong concept, executed ...

When “less is more” is applied to the marketing world, you get the concept of cost-effective marketing. Also known as frugal marketing, this approach is all about optimizing marketing strategies to ...

Advertising is the engine of trade, and these words are known not only to sellers but also to buyers. Indeed, it is often because of the beauty of the ad or the originality of the commercial that we ...

The Fast Company Executive Board is a private, fee-based network of influential leaders, experts, executives, and entrepreneurs who share their insights with our audience. As businesses continue to ...

Commercials for Quviviq and Shingrix topped a recent ranking of the most effective ads across English- and Spanish-language media last year. Earlier this week, research and analytics company EDO ...

Without defined goals and measurable outcomes, activity can become scattered. A structured plan connects strategy to ...

In the last post two key tips for creating effective advertising campaigns were shared: 1. Create your ads for the most inattentive consumer, and 2. An optimal scheduling strategy aims to reach all ...

When social media first entered the scene in the early 2000s, it may have been easy to dismiss the likes of Facebook as a fad or a passing phase. However, as Facebook transformed from an idea ...

Healthcare marketers today operate with unprecedented reach and sophistication. Campaigns span more channels. Data are richer. Patient journeys are carefully mapped, sequenced and optimized. And yet, ...

With the entire global COVID-19 pandemic that has brought the world to its feet and forced everyone inside their homes, mobile marketing is going to take a very different turn. As per earlier ...