Attention Marketers! Leave Virtue Signalling to Corporate Affairs

As seen in The Australian Financial Review, AdNews and CMO Magazine

Is it fair to the CMO to expect them to drive the dual agenda of driving sales and market share growth, and positioning the brand on non-sales driving purpose motives such as environmental sustainability?

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CMOs - Stop Obsessing About Where You Say It

As seen in WARC

What is more important in Marketing? What you say, or where you say it? Forethought Executive Chairman Ken Roberts and Global CEO Darren Stein argue that message, ultimately beats media.

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Forethought has developed unique-in-the-world IP that models and quantifies the rational and emotional drivers of consumer choice, forecasting changes in market share with high degrees of predictive validity, enabling brand owners to narrowly focus creative and operational performance on positively changing market outcomes.

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