John Goodman, Admap, November 2014
This article details six simple guidelines for activating sports sponsorship for brands, crucial to bring the deal to life, properly align the brand with the sports and meet brand and business objectives.
Tom Gray, Admap, November 2014
This article sets out four approaches to events sponsorship for brands, including their pros and cons, and what brand objective they are most suited to.
Adina Poenaru, Sid Simmons, Keith Goffin and Paul Baines, Warc Best Practice, November 2014
This article suggests that market segmentation is as much about how you do as what you do with it, and offers guidance for effectively segmenting a market - and embedding the focus on a segment across the business.
Andrew Green, Warc Best Practice, September 2014
This article summarises the best ways to use magazines as an advertising channel, including measurement and future developments.
Lois Jacobs and Thomas Ordahl, Admap, October 2014
This article explores the new demands made of brands as markets and disruption happen much quicker, and argues that 'agile brands' are the answer.
Tony Regan, Warc Best Practice, October 2014
This best practice guide covers search and social data, which are increasingly being used to drive insights for communications planning across channels.
Joanna Seddon, WPP Atticus Awards, Grand Prix and Winner, Branding and Identity, 2013
This article explains how to engage in brand valuation and demonstrates the real commercial benefit marketing delivers to a business.
Low Lai Chow, Event Reports, ad:tech ASEAN, July 2014
This event report outlines the findings of research carried out among senior marketers around the world by the World Federation of Advertisers and We Are Social aimed at promoting best-practice marketing.
Warc Exclusive, July 2014
This article provides advertisers with information and guidance on shopper strategy and the path-to-purchase.