This B2B campaign is a masterclass in proving the effectiveness of a message

This B2B campaign is a masterclass in proving...

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The new book that makes the business case for creative effectiveness

The Effies and System1 have released The Creative Dividend. The book introduces tools to help marketers defend investment, improve work, and make advertising a more dependable driver of business growth. I talk with Effie CEO, Traci Alford, Effie CMO, Juliet Haygarth and System1 S ...  Show more

Revisiting Challenger Brand Theory with Hugh Derrick of Eat Big Fish

Hugh Derrick is a long time partner at the Eat Big Fish consultancy in London. We talk about the principles outlined in Adam Morgan's original book and how time and shifts in social behavior have impacted its theories. A great conversation. 

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