Mark Blayney Stuart
Mark Blayney Stuart is head of research at The Chartered Institute of Marketing.
HSJ KnowledgeWhy behaviour change marketing can still deliver long-term cost savings
The spending freeze on public sector communications amd marketing spending, in place since 2010, has seen fewer public awareness campaigns receive government funding. But this could be counter-productive, argues Mark Blayney Stuart, when evidence suggests there are clear financial benefits to be had.