The Dying Art of Brand Building (And How to Revive It)


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Mapping the Journey: TV's Tomorrow in a Streaming-First World


In the year 2000, brand advertising represented 61% of ad spend; in 2018, it was just 46% and it continues to shrink. This trend is despite evidence that the most effective balance of long-term and short-term marketing hasn't changed. So why is this happening? And how can businesses break out of this vicious cycle of funnel draining, in turn diminishing the effectiveness and lowering the return on marketing investment? David Buttle, Global Marketing Director, Commercial at Financial Times, Lisa Ronson, Chief Marketing Officer, Coles and Toby Harrison, Chief Strategy Officer at Ogilvy debate this crucial issue.
David Buttle Global Marketing Director, Commercial
Financial Times
Toby Harrison Chief Strategy Officer
Ogilvy
Lisa Ronson Chief Marketing Officer
Coles


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