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Tag: brand strategy

Integrated Brands: A showcase of strategic communications

Where to find inspiring marketing?

Two decades ago if you needed inspiration you could leaf through any number of huge books that showed winners of the CLIOs, Golden Pencils, ADDYs, LIAAs and the Cannes International Advertising Festival. There you would see page after page of amazing ideas. What you discovered mattered because those were the days when advertising was at centre stage of marketing.  

Needless to say things have changed. Nowadays advertising is rarely the leading mode of communication – brands are being built in more varied and creative ways. Marketing campaigns give “wows” differently – and often in ways that are not recognized by the judges at awards shows.

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