Ever since the financial crisis of 2008, advertisers and agencies have been 'coping' with revenue stagnation. Despite the massive availability of media alternatives and the promise of targeted digital advertising, brands and revenue have languished. Nevertheless, the need to maintain share price growth has never ceased — that's how C-Suite executives earn their bonuses. This explains their obsession with corporate cost-cutting, which has become a de facto substitute for effective marketing. It's an unfortunate outcome.
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