Singapore – Around 9 in 10 of brand marketers globally or around 90% are planning a brand campaign over the next 12 months, noting that brand-building ensures lasting brand value and long-term growth. This is according to the latest data from CNN International Commercial (CNNIC), along with data and insights consultancy MTM.
The data notes that around 78% of marketers say “improving brand awareness and reputation” is their top marketing goal this year. Moreover, around 65% of brands often rely on an ‘always-on’ advertising to strengthen brand equity and achieve long-term growth.
In terms of what campaigns reign more,purpose-driven and storytelling campaigns take center stage, with 81% of marketers plan to incorporate community building and environmental, social, and governance (ESG) themes into their marketing efforts.
Moreover, the data highlights that news providers are still vital with 91% of marketers agreeing that news providers are essential for brand building, with 83% indicating that advertising during major world events or breaking news doesn’t harm their brand image.
Jo Tenzer, director of audience insight at CNNIC, said, “Marketers often hold one of the most innovative and challenging roles in business today and this study navigates some of the complexities of the industry. The findings from this study reveal that brand-building is recognized as an essential long-term goal for companies worldwide, with leaders increasingly aware of the need to embrace continuous, purpose-driven storytelling that genuinely engages consumers. It’s also clear that international news providers continue to play a crucial role in building trust and credibility for brands in today’s information-saturated landscape.”
