By: Mark Denneen, CEO
June, 2009
For most marketing executives, the advertising agency relationship is focused on just one thing: producing advertising that will drive business growth. While this is, indeed, the ultimate deliverable, there is a lot more to agency performance than delivering breakthrough creative and integrated media plans.
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By: Jane Alpers, Executive Vice President
June, 2009
Brands are just like any asset deployed over an extended period of time. Every so often, they need to be tuned up to ensure continued optimal productivity. Yet, with the exception of traumatic events – like a steep drop in sales or discontinuation by a major retailer – brands typically don’t cry out for attention. So how do you know whether your brand needs help?
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