Brands need to create a language of effectiveness

The relationship between finance and marketing departments is changing for the better, according to a senior industry figure; a mature, mutually understanding relationship between the two will be transformational for business.

Jargon can be a useful shorthand for people working in particular industries or disciplines. Everyone understands what is being discussed, everyone is on the same page. But it can be the enemy of effectiveness, as people take away different interpretations from meetings and end up at cross purposes.

In fact, a key behaviour of brands with a strong effectiveness culture is language and communication, according to marketing consultant Fran Cassidy. Her Culture First research in 2017 highlighted the need to create a common understanding between marketing and finance.

At the IPA EffWeek conference 2018 in London, she delved further into...

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