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Demographics only Scratch the Surface

As marketers, we like to think that we see our audiences, says Valerie Popeck. Past the restrictions of traditional demographics and stereotypes, we sell...

Finding the Sponsorship Sweet Spot

How does a brand find their clear space or sweet spot in an increasingly cluttered sponsorship market. And how do they create an effective...

Making Brands Matter in a Fragmented World

Global research conducted by Ogilvy this year indicates that less that 1/5 of client leaders report that they think and act on brand across every...

Radio’s Overnight Success

The power of radio advertising was demonstrated by the findings of a recent case study involving Irish-owned Flahavan’s, writes Gabrielle Cummins. I don’t think we’ve...

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