Greater focus on campaign effectiveness post-pandemic

An overview of marketers' change in their approach to advertising investment as a consequence of COVID-19.

The COVID-19 pandemic has encouraged over half (55%) of marketers to focus more on campaign effectiveness, according to a Kantar survey of senior marketers worldwide.

This might mean more of a focus on optimisation and measurement, but also restructuring the talent available in the company to have the of data-savvy, creativity and foundational brand skills to create more effective marketing campaigns.

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