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Les Binet: Why marketing needs to think bigger again

Luc Eeckhout, Manager Media & Agencies
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For years, marketers have been told to do more with less. Budgets have come under pressure, accountability has increased, and digital tools have made it possible to measure almost every click, view and conversion. Efficiency has become the dominant language of modern marketing. But what if this relentless pursuit of efficiency is actually making marketing less effective?

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