Marketing Effectiveness

Accenture’s bet on Alembic signals a new era of data-driven marketing accountability

Accenture has invested in Alembic, an advanced AI-powered causal marketing intelligence...

Trends vs. truth: why insight still wins over viral FOMO

As of this week, there is a new TikTok trend, meme, or “must-do” social stunt...

From perception to power: how brands can fix image issues and win bigger budgets

Perception is currency in business. When leaders believe in the power of marketing,...

Why marketing is the engine of profitable growth

 For many years, companies saw growth as the most important sign of success. Venture...

Tackling marketing’s awareness gap

Raising brand recognition might seem like an easy marketing hurdle to overcome. After...

Lost in translation: how ‘brand vocabulary’ is breaking measurement

Language is the foundation of marketing. It’s not just a tool for persuasion; it’s...

Mind the gap: rebuilding marketing’s effectiveness muscle

In a world where every click, view, and transaction is recorded in real time, one...

Effectiveness has evolved. Have you?

For a long time, the effectiveness of marketing was straightforward. There were views,...

Beyond the click: are your digital audiences even real?

In a marketing environment focused on metrics—clicks, views, impressions—an important...

AAAN 52nd AGM: “Charting bold paths forward” in Ibadan

The 52nd Annual General Meeting (AGM) of the Association of Advertising Agencies...