Executive Team Archives | Page 2 of 7

NorthStar Connect 2025: Trust, Innovation, and the Takeaways

The ability to align on critical decisions and maintain agility amid unprecedented change requires a trusted partnership.

Insights & Innovators: Nancy Smith on How CEOs Can Make Better Decisions, Faster

In an era of unprecedented change, CEOs are demanding one underlying thing: the ability to make better decisions, faster.

A traves-tea, an industry ask, and some inspiration

Joy Talbot shares an insider view on the Yorkshire Tea campaign and her thoughts on the 2024 IPA Effectiveness Awards.

Three Things You Should Know About Brands and Pricing

Joy Talbot explores how advertising can reduce the impact price rises have on sales in the long term.

How to Build a Smarter Marketing Budget

Budgeting season can feel like a rigged game of poker — The CMO over-asks, the CFO under-trusts. See why a calibrated marketing budget can help reinforce strategic alignment.

Scenario Planning Amid Uncertainty: Revive Forecasts and Long-Term Strategy

Discover how scenario planning and Commercial Analytics help business leaders navigate uncertainty, drive ROI, and future-proof long-term planning.

Tariff Defense: Navigating Tariff Shocks with Commercial Analytics

Tariffs creating chaos? Discover how brands can use Commercial Analytics to turn pricing shocks into strategic opportunity.

Stop Gambling, Start Strategizing: MMM – The Secret Weapon of Smart Upfront and Newfront Buying

It’s Upfronts and NewFronts season—the high-stakes arena where brands place their bets on the best ad inventory across media channels. This is the moment to unleash your best data-driven decision making, and marketing mix modeling (MMM) is your unfair advantage

Why DIY MMM Rarely Makes a Splash

Building your own marketing mix model (MMM) can seem enticing, but in reality, it can be more than you've bargained for.

The Four Stages of the CFO – CMO Partnership: A Simple Tool to Assess and Strengthen Your Partnership

Strong collaboration between the finance and marketing chiefs has proven to noticeably elevate key business metrics—no surprise if you think about it. A Boston Consulting Group study found that tighter alignment between these two power players can accelerate revenue growth and unlock 20–40% more financial upside.