By Gillian West

“Social media has made it too tempting for marketers to change direction as soon as something doesn’t work, what’s harder is having the conviction to stay en route,” revealed Cheryl Toner, group marketing and communications director at AXA UK and judge at this year’s The Drum Marketing Awards.

Disagreeing with the common perception that too many brands are “playing it safe” when it comes to marketing, Toner argued that there are “a number of brands working really hard to ensure their positioning is clear” particularly in the financial world.

“In the financial services market there are lots of brands pushing beyond what Read full story ›

Source: The Drum