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Letter from: South Africa – global v local

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  • October 7, 2016
Global versus Local Campaigns - the efficiency versus effectiveness conundrum
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Letter From… The Observatory International, Switzerland

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  • August 2, 2016
Why market forces matter What kind of goods come to your mind when you think of Switzerland? Swiss watches, Swiss chocolate, Swiss cheese, right?
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Letter from Paris: Luxury and digital

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  • July 6, 2016
The 2016 Digital Luxe meeting took place here in Paris in early May, with marketing professionals gathering to share their views on the issues affecting the luxury goods sector...
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Letter from San Francisco: MarTech and the second age of the machine

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  • May 16, 2016
In the 70s, San Francisco was a Global hub of culture, known worldwide for hippies and radicals… Nowadays San Francisco is home to a staggering 2000 tech companies, including the likes of Twitter and Instagram. Some say that is changing the “soul” of the city…
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Marketers are not getting the best bang for their marketing communications bucks – and here`s the secret ingredient

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  • May 3, 2016
Globally, we see a relentless drive for more data, more measurement and greater accountability. And rightly so, as the pressure mounts on CMOs to demonstrate RoI
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The Frustrations of Agency Fee Negotiations

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  • May 3, 2016
What makes negotiating Agency fees so difficult? Well it might sound obvious, but the principle issue here is that when you’re buying Agency services you’re not buying a predictable commodity – you’re buying people’s skills – thinking skills, business skills, and creative skills – and that presents a whole set of complexities to negotiation.
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Pros and cons of zero-based budgeting for marketing dollars

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  • May 3, 2016
In January this year, Unilever CEO Paul Polman announced the company would roll out zero-based budgeting globally – a move it had tested in Thailand last year, which cut down the spending by two percentage points as a share of sales.
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Letter from London: multi-culturalism and global comms

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  • May 3, 2016
Around 70% of the agency search and selection tasks we handle from our London office are to appoint pan-regional or global agencies, to deliver communications which will travel across borders. Finding agencies in London capable of delivering on this most basic principle isn’t difficult. At least in theory…
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Letter from Japan: The oddity of the Japanese advertising industry

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  • May 3, 2016
How would you feel about a country where the top two ad agencies own half of the industry? Pretty odd, isn’t it? Well, that’s exactly how it is in Japan, the third largest advertising market in the world (including all disciplines like creative, media, PR, digital, etc.).
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What modern marketeers need from their procurement colleagues

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  • November 9, 2015
More channels, more devices, tight budgets, leaner resources, exponential growth in brand content, pace of change, the need to drive business growth, manage the consumer experience across the whole customer journey – this is the reality of the modern Marketing function.
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