As AI shapes the world, it becomes even more important to connect with humans. Video is a great way to do that. Why? Because it can share stories, evoke emotions, engage and inspire audiences. One more reason why many B2B marketers use video, as recent B2B research shows.  For its third annual video and visual […]

In your video marketing strategy, how do you decide which approach to adopt? Do you rely on one-size-fits-all video or use platform-specific creative? Recent research suggests that the winning strategy is “start with the end in mind” – think about your goals, choose the platform that will deliver the desired results, and then use this […]

What does your audience really want? It’s a question we marketers ask ourselves on a daily basis. If you are not sure about the answer, it’s time to get curious! As the legendary economist and early statistician John Maynard Keynes supposedly said: “It is better to be roughly right than precisely wrong”.  Curiosity is a […]

We know the feeling – being always on the hunt for the next big thing, trying to break new ground by creating fresh work, ditching the old… Especially when we talk about creatives in advertising, the vigorous competition feeds marketers’ urge to offer something new in order to stay on top of their game. The […]

Are you constantly looking for more effective and innovative ways to meet your customers’ needs?  As the famous Henry Ford said (or at least, supposedly said, according to his biography by Anne Jardim): “If I had asked people what they wanted, they would have said faster horses.” A brand is only as innovative as its customers […]

In the digital age of AI and automation, our world is more connected than ever before. Yet, genuine human connection is rare and therefore particularly valuable.  As marketers, we always look for ways to understand our audience better in order to be able to offer relevant solutions and services. Searching for real, empathetic communication beyond […]

In a world of information overload, aggressive marketing strategies in an attempt to capture your audience’s attention often fail. If your campaign goes unnoticed, your marketing efforts feel irrelevant. In the end, when the right message does not reach the right people at the right time, it means a hard-earned advertising budget goes to waste.  […]

It’s the rule of the game – brand success in advertising depends on how engaged your audience is. But what determines if individuals are truly engaged with your ads? While viewability remains device-centric rather than human-centric, it alone cannot accurately measure the true level of human attention given to advertising. This is where attention metrics […]

In Part I of our publication, we introduced you to some actionable tips by Kantar that can help you strengthen your brand equity. Why is this such an important topic for us marketers? Because the greater the equity, the more desirable the brand is amongst consumers, retailers and employees; the more seamlessly it can fence off competitors; […]

An effective brand strategy will help you define your market position, understand customers better and create revenue growth. However, are you torn between performance marketing and brand building?  Wanting to invest in your brand’s future but also to secure the bottom line and ROI? In either case, the struggle is real – and happens on a […]