Why brand plays a key role in marketing effectiveness

Brands that want to improve marketing effectiveness need to balance long- and short-term effects and ensure they don’t forget about the importance of creativity, according to marketing effectiveness experts.
Speaking in the final episode of our series on marketing effectiveness, created in partnership with Thinkbox, Mark Ritson says: “It comes down to having one, maybe two objectives that are about delivering the kind of dollar return next year that will keep everyone happy. [And th