Brand Power
Strategies for Instant
Impact and Future Growth

A global report defining
the power of modern brand
campaigns

Brand Power: Strategies for Instant Impact and Future Growth is a study conducted with MTM across 12 global markets, involving over 1,000 senior marketing leaders, including Chief Marketing Officers, Heads of Marketing, and Media Directors.

It examines decision drivers, highlighting the importance of brand marketing and the key elements of successful campaigns. Despite pressure for quick, performance-driven outcomes, marketers are prioritizing long-term brand investment.

Trend 1

Most marketers are investing in brand campaigns right now

9 out of 10 marketers are planning brand campaigns in the next 12 months
% All marketers
Trend 2

Marketers are using an 'always-on' strategy

65% of marketers often use an ‘always-on’ strategy
% All marketers
Trend 3

Campaigns are greater than the sum of their parts

73% of marketers say running brand and performance campaigns together has a effect on outcomes
% All marketers
Trend 4

Tell a brand’s story and reveal its purpose

Top themes for upcoming storytelling or purpose-driven campaigns

Sustainability, Environmental, Social and Governance (ESG), Building better communities/societies

% Marketers focusing on storytelling or purpose-driven campaigns
Trend 5

International news builds brands everywhere

91% of marketers agree news providers are essential for brand building
% All marketers
Trend 6

Global event coverage doesn’t stop marketers from advertising

89% of marketers continue to advertise with news providers throughout big world events
% All marketers
Trend 1

Most marketers are investing in brand campaigns right now

9 out of 10 marketers are planning brand campaigns in the next 12 months
% All marketers
Trend 3

Campaigns are greater than the sum of their parts

73% of marketers say running brand and performance campaigns together has a effect on outcomes
% All marketers
Trend 5

International news builds brands everywhere

91% of marketers agree news providers are essential for brand building
% All marketers
Trend 2

Marketers are using an 'always-on' strategy

65% of marketers often use an ‘always-on’ strategy
% All marketers
Trend 4

Tell a brand’s story and reveal its purpose

Top themes for upcoming storytelling or purpose-driven campaigns

Sustainability, Environmental, Social and Governance (ESG), Building better communities/societies

% Marketers focusing on storytelling or purpose-driven campaigns
Trend 6

Global event coverage doesn’t stop marketers from advertising

89% of marketers continue to advertise with news providers throughout big world events
% All marketers
Source: Brand Power: Strategies for Instant Impact and Future Growth. Commissioned by CNNIC International and conducted by MTM. Base: All Senior marketers (in house or agencies), including Chief Marketing Officers, Heads of Marketing, and Media Directors.
Markets: USA, UK, France, Germany, UAE, South Africa, Australia, Japan, India, Singapore, South Korea, Hong Kong. 2024

Download your free report today and discover how to boost your brand power.

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