By Danielle Gibson

There’s an abundance of evidence out there that suggests that the most effective campaigns and approaches to marketing include a balance between short term sales activations and long-term brand building.

In a study by the Financial Times and IPA, despite being responsible for setting marketing objectives across both the short- and long-term, one-third of marketers and more than half of business leaders are not confident in their brand-building knowledge and rate it as average to very poor.

For the second consecutive year, the Financial Times has teamed up with The Drum Advertising Awards to find companies who are Read full story ›

Source: The Drum