Budget isn’t king: Raja Rajamannar on why he slashed his traditional adspend by 70%
Culture Index
Score Breakdown
Relevance
9/25
Freshness
23/25
Authority
18/20
Brand Signal
6/15
Depth
3/15
5-Axis Cultural Radar
Shifting ad dollars to experiential helped carry Mastercard from 87th to 12th in the Kantar BrandZ rankings. Dubai chocolate makes the case, at the opposite end of the spectrum, that great marketing travels the world on a shoestring.
