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What ‘language’ should marketers understand to always secure investment?

Peter Stojanovic

Antonia Wade has been delivering the same piece of advice for years; marketers, take note.

Ten years ago, Antonia Wade, Thomson Reuters’ global head of content, campaign and partner marketing, advised her marketing team to understand the language of finance to secure investment. That tip is still relevant, she says. But to create outstanding concepts today, what else would she add to their homework?