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Let’s stop being guardians and start being hit makers

4 min read Lena Roland, WARC The new WARC Guide to Rethinking B2B Marketing outlines several forms of disruption that are reshaping this discipline. Lena Roland, Managing Editor, WARC.com, examines how learning from the consumer space might be a valuable driver of business-to-business success. This month’s WARC Guide focuses on Rethinking B2B Marketing – a discipline often seen as far less glamorous than its consumer-facing counterpart, but which is undergoing disruption all of its own thanks to the COVID-19 pandemic and a longer-term evolution in technology and strate...

Adland can do more to convince boards about value of advertising Investing in advertising is a sure-fire way to fuel the economic recovery but it requires CMOs to talk the language of the boardroom, this longstanding City analyst argues. by Ian Whittaker Free email bulletins

Is Airbnb’s holiday from performance marketing a mistake? Some experts applaud move but others warn of risks. by Gideon Spanier Sign in to continue Free email bulletins

How long? 2-3 minutes Seven reasons to be cheerful about the post-pandemic TV ad market The importance of long-term brand strategy, the power of linear TV and spending your way out of a crisis are among the important takeaways from RTL Ad Connect’s annual Total Video Key Facts study 1 Long live linear People have never watched as much video content as they did during the pandemic, with daily viewing up by 81 minutes across the top five European markets and daily consumption in the US hitting five hours, 51 minutes. But one of the surprising trends was the robustn...