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AI (Artificial Intelligence) is establishing itself as a central force in Public Relations (PR), transforming the way professionals plan, execute and measure communication. Far from replacing the human factor, AI is emerging as a strategic partner that...

Supply chains are no longer mere cost centers or logistics networks. They have become critical spaces where sustainability, ethics and communication converge strategically. thinkPARALLAX shows that corporate sustainability reporting is evolving...

In a business context where growth ambitions increasingly clash with social expectations, the challenge is no longer just to grow, but to grow responsibly. McKinsey & Company's recent “triple-play” analysis shows that companies that...

Trust is the silent foundation that underpins any solid relationship between consultant and client. It doesn't come about by chance: it is built. It requires intention, method and the ability to deeply understand who is on the other side. This is exactly what the five phases reveal...

Creating an effective online newsroom: a space that connects brands, media and people In a world where information circulates at the speed of a scroll, the newsroom is no longer just a shelf for press releases; it has become a vital tool for any...

This article is the fourth in our series on Integrated Marketing Communications (IMC), based on the insights of Integraded Marketing Communications: A Global Brand-Driven Approach, by Philip J. Kitchen and Marwa E. Tourky. As the world becomes more...

Changing ingrained behaviors is one of marketing's biggest challenges, especially when it involves something as personal and emotional as the way we drive. In 2014, the New Zealand Transport Agency (NZTA), in partnership with Clemenger BBDO, launched...

In the world of modern marketing, consistency is key. Whether a brand is increasing awareness, raising donations or creating long-term loyalty, Integrated Marketing Communications (IMC) ensures that all touchpoints work together...