Global News

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WFA highlights barriers to effective integrated marketing communications

April 30: The World Federation of Advertisers (WFA) has unveiled new research detailing the specific challenges that the world's largest advertisers are having in developing integrated marketing communications (IMC).

Based on responses from 33% of the WFA membership and representing eight categories and annual marketing budgets of around $32bn, the research is based on outputs from the IMC Scorecard, a tool developed by the WFA in conjunction with Naked Communications that is designed to enable advertisers to benchmark their ability IMC readiness against their peers.
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