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...
Persuading Two Consumer Segments with One Campaign: Moms and Kids Edition
Yes, you can win over both consumer segments with the same campaign.
How to Mitigate the Risk of Advertising on Video Platforms
How to come up with a video strategy that won’t get you fired.
Kendall Jenner, Pepsi, and Avoidable Advertising Controversies
Why are some brands defying logic to get political when the stakes are so high?