Applied Thinking: How strategists think

Welcome to 2013's Applied Thinking report.

We call this strategy report Applied Thinking because it’s precisely that. It’s where some of the sharpest strategic minds in advertising apply their critical thinking to the very real imperatives currently facing brands.

Inside, you’ll find six perspectives, encapsulated in titles of just one word. But these are big words, powerful words, challenging words – reflecting the potency of the ideas that underpin them.

Here’s a resource for marketers grappling with the big issues of the day that may also be keeping them awake at night: massive media and platform choice; a hugely demanding and cynical populace; big data; and diminishing budgets that are required to stretch further and reach deeper.

Enjoy the read.

Suzanne Bidlake, consultant editor, Campaign

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How easyJet transformed customer data into emotional anniversary stories
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1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

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