How brands are creating a culture of marketing effectiveness

As marketers come under increasing pressure to prove the value of their investments, creating a culture of effectiveness and setting teams up so they can show how marketing leads to business growth is becoming a necessity.
In the first episode of a new video series, created in partnership with Thinkbox, we examine how brands are creating a culture of effectiveness and how that effectiveness focus is instilled across the business.
At Diageo, for example, the marketing team has set up a tool, cal