Canlas: Correct. The more the marketers can tie it to the key KPIs that the broader C-Suite is measured on – from a finance standpoint, it's typically just three things: top line, bottom line and cash ...

We set long- and short-term metrics so that we can have a good pulse on knowing where we are. Particularly in our case, where we are on this trajectory of more long-term thinking and brand-building, ...

A strong CMO knows it’s crucial to build a relationship with the organization’s CFO and CEO. WARC US Commissioning Editor Cathy Taylor interviews Ian Borden, McDonald’s Global Chief Financial Officer, ...

This WARC Guide provides a summary of new thinking and best practice on making the case to the C-Suite. As with past economic shocks, from the COVID-19 pandemic to the 2008 banking crisis, marketing ...

This article is part of a series of articles from the WARC Guide to making the case to the C-Suite. Read more We’ve now been running our ‘Where everything’s done proper’ campaign for eight years, and ...

The very essence of marketing boils down to understanding the future behavior of consumers, in this case, citizens and their voting patterns, and the necessary ingredients of a leader and his/her ...

Where Were We and Why Were We There? Şölen, a leading Turkish confectionery company, had introduced its premium brand Amada to the Saudi market in 2013, gaining initial awareness. In 2020, following ...

This fourth annual survey from the US agency Boathouse looks at how US CEOs perceive their CMOs, and the role of marketing, within their organizations. While CEOs generally hold their CMOs in high ...

We're all familiar with the process of moving, but in Quebec, the phenomenon is unique: 250,000 Quebecers moving around July 1st. This represents the biggest business opportunity of the year for ...

Looks at how measuring all aspects of marketing activity – including external factors outside marketing’s control – can lead to not only better marketing but stronger internal buy-in for its role.

Traditionally, moms would have no choice but to let their kids watch foreign content that moved them further away from their native language Gluco Kahani broke the norms by introducing high-quality ...