Gartner Research

Replicating High-Performing Marcomms

Published: 23 September 2015

ID: G00341100

Analyst(s): Marketing Research Team


Learn the surprising characteristics of today's best B2C marcomms, based on a survey of 250+ recent marcomm initiatives or campaigns. The findings show that no amount of media innovation, creative genius, or smart execution will win consumer attention at scale without a strong idea underpinning the campaign. Today's breakthrough ideas are not defined by emotion, entertainment value, or resonance. Winning ideas are culturally disruptive - they challenge norms on a current debate in a way that links back to the brand.

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