On Strategy Showcase cover image

Mark Ritson talks about his controversial column in Marketing Week

On Strategy Showcase

CHAPTER

Balancing Creativity and Effectiveness in Marketing

The chapter discusses the importance of combining creativity with other components like excess share of voice, distinctive assets, and multimedia mix for marketing success. It explores the challenge of convincing CFOs about the value of brand building and suggests utilizing empirical sources and data from other companies. The chapter also highlights the need for a shared language of effectiveness and the importance of international data in conveying points effectively in an international conference.

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