How to craft memorability in multi-platform advertising

With campaigns with short-term aims on the rise and an ever growing amount of platforms to run them on, this article offers marketers guidance on the best way to create effective multi-platform work.

A golden age for ad technology has not translated into a golden age for advertising. Short-termism is rising, and effectiveness is falling. Recent work from the IPA has suggested that campaign effectiveness is deteriorating: it's increasingly rare that...