One of the key trends in advertising today is “marketing effectiveness” – how to maximise marketing ROI through planning, media strategy, creativity, technology and automation.
The UK Department for International Trade has been working with the Institute of Practitioners in Advertising (IPA) to promote marketing effectiveness thinking and understanding across all markets and took the opportunity to collaboratively spread this message at Dubai Lynx.
Janet Hull, Director of Marketing Strategy at the IPA talks about this trend and developments in the industry reflecting it:
“The digital revolution seemed to give us all that measurability, but it also opened a Pandora’s Bo
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