Top down or bottom up budgeting – which one is best?
How do you calculate your budget? Top down where you start with a number and work out how to spend it? Or bottom up where you start from zero and build up?
Global Marketing
Management Consultants
Management Consultants
Global Marketing
Management Consultants
Management Consultants
Global Marketing
Management Consultants
Management Consultants
marketing process optimisation
Managing Marketing: Storytelling for business and the role of anecdotes
Shawn Callahan talks about how often people get the concept of storytelling wrong when it comes to using it as a business tool in this podcast. Listen now.
5 ways to make sure you have set the correct digital KPIs
Setting the correct digital KPIs is key whether you are working on an overall marketing brief or a digital specific brief. Find out how to do this correctly here:
Managing Marketing: When customer experience, technology and data go bad
Ben Sharp on how he became a viral sensation when the BPme app failed and he posted the implications on LinkedIn. What lessons can be learned by marketers?
What comes first in advertising, channel or content?
When developing your marketing communications strategy which do you consider first, the channel or the content? Understand the different approaches here.
How to fix agency or agency roster problems
Your marketing strategy will change and your requirements for specific capabilities and skills will change. But does this mean you need to change agencies?
How Companies Can Achieve Cross-Functional Integration to Improve Marketing Performance
Organisational management experts are promoting the use of cross-functional integration within corporations. Learn more about it in this infographic.
Top 10 reasons advertising production is the new cost focus for marketers
What are the drivers behind the latest focus on advertising production and why is it now that the category appears to be getting disrupted? Find out here:
What critical blunders are you making with Influencer Marketing?
Influencer marketing requires energy and expertise. With more budget earmarked for it, brands must not treat it like a bolt on tactic. Are you up to speed?
Why business needs to radically rethink marketing structures
In today's landscape, efficiency should not be a standalone strategy. Get insights into how marketing should structure itself across and within teams here.
Better collaboration does not mean collaboration meetings
In a complex world we all know it is important to collaborate. But why do so many people think that to collaborate means organising more meetings?
Book Review: Team of Teams by General Stanley McChrystal
An inspiring book for those who know they can't meet the challenges of a complex world with the legacy structures and processes of the past. Find out more.
The truth about Agile Marketing is it is not simply faster
When discussing Agile Marketing we're very clear on distinguishing the pronoun of Agile Marketing from the noun agile marketing. What's the difference?
Book Review: Powerful. Building a Culture of Freedom and Responsibility, by Patty McCord
This book is more than a ‘how to’ for better HR. It delivers great insight, using Netflix as an example, on what it really means to be agile. Find out more.
Important questions before taking media in-house
In the face of ad fraud, brand safety and viewability issues, many marketers are considering taking some or all of their media in-house. Are you?