Ujwal Kayande, Prof of Marketing & Founding Director of the Centre of Business Analytics at MBS, has shared his insights last 16 November to Forethought clients regarding advertising message plausibility. Ujwal educated and entertained guests Read More
Brands need to understand how advertising claims coexist with consumers’ underlying associations in order to produce effective creative that is believable and relevant, according to a trio of researchers. Writing in the current issue of Read More
Like their peers in North America, Australian content marketers say their organizations are concentrating more on building audiences than they were a year ago. As reported in Content Marketing in Australia 2018: Benchmarks, Budgets, and Trends, Read More
Whatever became of Generation X? In all the talk about juggling the values and needs of different age groups in the same workplace, the focus has been on cashed-up baby boomers requiring respect for having put in Read More
In a candid conversation with Alan Kohler at an AICD Leaders’ Edge Lunch in Melbourne last 14 November 2017, Qantas Chairman Leigh Clifford AO FAICD opened up on the airline’s decision to support same-sex marriage, Read More
One thing becomes clear when meeting L’Oréal’s new chief marketing officer for Western Europe – he is feeling rather optimistic. Stéphane Bérubé arrived in the UK two months ago, having spent 15 years with the Read More
Advances in digital technology are changing the world of work. It has been estimated that more than 40% of human workers will be replaced by robots. This probably overstates the scale of displacement, but developments in the fields Read More
More than 40 years after women began pouring into the workplace, only a handful have made it all the way to the top of corporate America. The percentage of chief executives of Fortune 500 companies Read More
Will blockchain upend digital marketing, eliminate advertising fraud and usher in a new MarTech ecosystem fuelled by revolutionary business models and bulletproof transparency? Don’t hold your breath. However, while the current limitations of the technology Read More
A question often asked by businesses is “how do we improve our internal customer experience and capabilities?” Building a customer-centric organisation seems like a simple task. You prioritise your customers, collect their feedback on Read More
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