Trends for 2019: Effectiveness wins the battle over efficiency

Over the past few years, we’ve seen forward-thinking brands integrate marketing effectiveness into their strategy. That has come in the form of effectiveness units, as was the case at Telefónica and Direct Line; effectiveness tools, such as Catalyst at Diageo or cockpit at L’Oréal; or insights and analytics units, as at Samsung.
These brands are held up as examples and invited to speak at events on marketing effectiveness precisely because they are leading the pack. Ye