Marketers must prioritise TV for long-term brand growth

This article examines why creative effectiveness has halved since 2011 and how marketing needs to change to focus on long-term brand health with improved creative effectiveness.

How should TV and social media be used to maximum effect?

This essay was the Gold winner in the Admap Prize 2017.

For more information visit the Prize page.

It's a beautiful day in June 2016 in Cannes. The good and the great are having a drink, congratulating themselves on how deeply they understand the modern marketing world.

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