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Some advertising executives have recently become interested in the academic literature.  These advertising scholars have been citing studies that have found that advertising during a recession is potentially good for business.  The basis for their argument is that as your competitors withdraw their advertising and...

Marketing science should be a key driver in decision making. Russel Howcroft, Chief Creative Officer at PWC speaks to Executive Chairman and Founder of Forethought Ken Roberts on the importance of having a quantitative understanding of your consumer behaviour and science-based blueprint for creativity that will drive effective advertising and communications.  https://open.spotify.com/episode/7hChihox859hpMjbhmYaTu?si=HoE6tPu_RDi7IIvUmkqwRA [button size='' style=''...

According to John Hopkins University as at June 29, 2020, the United Kingdom has the world’s highest COVID-19 mortality rate. In mid-March 2020, despite there being conclusive evidence that social distancing was required to slow the spread of COVID-19, the UK Government delayed taking such measures. ...