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GE and Coca-Cola CMOs Prove “Innovation” Isn’t Always the Key to Marketing Success
Jul11

GE and Coca-Cola CMOs Prove “Innovation” Isn’t Always the Key to Marketing Success

How top CMOs from GE and Coca-Cola pull out win after win.

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Fresh Data: Existing Campaigns Outperform New Ones
Jul10

Fresh Data: Existing Campaigns Outperform New Ones

New might be more interesting to the brand team and agency, but it’s not always better.

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Are You Underestimating the Effectiveness of Your Advertising?
Jun13

Are You Underestimating the Effectiveness of Your Advertising?

With brand equity and differentiation at all-time lows, many advertisers from multiple categories are on the defensive. Thanks to category trends and emerging consumer preferences, many brands can expect the threat of extinction to remain constant. But there is a big chance that the effectiveness of even endangered brands’ ads are being sold short in research and reporting. In her monthly column for The Drum, Communicus CEO Jeri Smith explains why marketers need look no further than advertising measurement to find out if your brand’s campaigns are doing better than...

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The Sporting Solution to Brands’ Live Video Dilemma
Jun01

The Sporting Solution to Brands’ Live Video Dilemma

All the ROI, none of the risk.

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Persuading Two Consumer Segments with One Campaign: Moms and Kids Edition
May16

Persuading Two Consumer Segments with One Campaign: Moms and Kids Edition

Yes, you can win over both consumer segments with the same campaign.

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How to Mitigate the Risk of Advertising on Video Platforms
May01

How to Mitigate the Risk of Advertising on Video Platforms

How to come up with a video strategy that won’t get you fired.

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