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CMOs from Heineken, McDonalds and Coca-Cola have all demonstrated how creativity has driven market share, elevated share price and accelerated business growth. Yet new findings from an extensive global FT readership survey into boardroom attitudes towards brands suggests that whilst boards are convinced of the importance of brand assets on balance sheets, they may be less willing to invest in types of marketing that drives long-term brand health. What is the future of creativity when the building blocks for successful brands are so misunderstood in the boardroom? To answer that we will also present new research from the IPA Databank and WARC into the link between creativity and effectiveness, by renowned marketing consultant Peter Field.
This audience knows creativity can drive long term effectiveness in a brand, but this session will arm you with the evidence to unlock the investment you need to deliver it.
Date: 19 Jun 2019
Location: Audi A, Palais I
Timings: 15:30 - 16:15
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