performance
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The Performance Trap: why 2026 is the year marketers must stop borrowing from the future
In a climate of intense pressure to deliver immediate ROI, many companies are reacting by pivoting to "safe" short-term performance strategies. Following a turbulent 2025 marked by the scaling of AI and geopolitical uncertainty, the urge to "hunker down" and focus solely on the next click is stronger than ever.
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No one talks about ads anymore: Have they lost their pop-culture charm?
Industry leaders weigh in on how brands can help shape pop culture again through innovative storytelling and a balanced approach between creativity and performance.
UM appoints first chief performance officer
New role has been created to help clients with digital transformation.
AR advertising 'increases likelihood to buy by 53%'
Interactive, augmented reality advertising promises to generate better short and long-term benefits for brands, maximising attention in a manner unrivalled by typical digital ads.
Has brand love been jilted by the short-term sale?
A Goafest 2023 panel of India's top brand marketers discuss brand love, the role of creativity, and the relationship between marketers and creative agencies
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Improving on paying for performance
As CMOs are pressured to cut costs and drive efficiencies, it’s time to prove marketing’s effectiveness and impact on business.
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