For which global brand could you be the marketing director?

What growth driver would be the main focus in your campaign strategy?

Proximity innovation

High equity: Innovation / Low equity: Availability

Innovation evolving towards service

Value for money

What roles would innovation and activation play in your marketing plan

Innovation comes first, because news is the most powerful driver to stand over

Innovation in the long term, activation in the short term

Activation: you can have the best innovation but if you are not able to activate it won't get you far

Activation tends to pay back more as it's effects are more visible

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