Ad guru Russel Howcroft says businesses need to ensure diversity in marketing spend and avoid the seduction of digital.

The future of ad spend is back to basics: Howcroft

bluenotes is a publication of ANZ's newsroom, a forum for insights, opinion, research and news about the economy, financial services, investment and society, from within ANZ and outside.

Building on ANZ’s position as Australia and New Zealand’s international bank, this publication is home to diverse commentary.

While the perspectives have been shaped by ANZ’s business strategy and the experience of its management, bluenotes aims to maintain a dialogue that extends beyond the bank.

Now three years old, the bluenotes team looks forward to continuing a frequent and candid conversation with you about ANZ, the economies and the communities in which we work across Australia, New Zealand and the Asia Pacific region.

We value feedback from you and encourage you to get in touch with us at bluenotes@anz.com with any thoughts, questions, conversation starters or external contributions.

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bluenotes is a publication of ANZ's newsroom, a forum for insights, opinion, research and news about the economy, financial services, investment and society, from within ANZ and outside. Building on ANZ’s position as Australia and New Zealand’s international bank, this publication is home to diverse commentary. While the perspectives have been shaped by ANZ’s business strategy and the experience of its management, bluenotes aims to maintain a dialogue that extends beyond the bank. Now three years old, the bluenotes team looks forward to continuing a frequent and candid conversation with you about ANZ, the economies and the communities in which we work across Australia, New Zealand and the Asia Pacific region. We value feedback from you and encourage you to get in touch with us at bluenotes@anz.com with any thoughts, questions, conversation starters or external contributions.

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The future of ad spend is back to basics: Howcroft

The future of ad spend is back to basics: Howcroft

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