Greg Dzurik Speaks at Qualtrics X4 Conference

"Dzurik explained it’s not just share of voice that matters in marketing today, but share of buzz on the platforms and channels – like social and traditional media – used by your customers. After all, one of the biggest influences on our own behavior is other people."

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Ken Muench
Why Short-Term Activations May be Killing Your Creative Effectiveness

Field’s study reveals that the culprit is actually a sort of short-termism that has gripped the marketing and advertising world. Brands seem to have pulled back from thinking about building brands long term and have instead focused their creative energies on generating immediate sales overnight. As a result, award festivals are chock-full of quick stunts to sell product and advertising that does nothing to build the brand long term.

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Ken MuenchIPA, distinctive