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The industry has amassed a fantastic body of learning around effectiveness. Now it needs to put it into practice, according to Tom Roach .
The theme for DMEXCO 2019 was trust. Brian Carruthers listened in to the debate, including voices from Salesforce, Unilever, Nestle, Google, and Edelman.
Brian Carruthers look back on a week that began with news of a major government advertising campaign around Brexit.
Influencer marketing often gets a bad rap but it doesn’t have to be that way, says WARC's Brian Carruthers .
Want to do ethical marketing? Then back it up with something, says Lisa Hogg of TOMS. “I have a little bit of an issue with the Nike Kaepernick campaign,” Hogg told an audience at Advertising Week Europe.
System 3 is a recent addition to the Fast/Slow theory of behaviours, coined by the Irrational Agency to explain a layer somewhere between considered thought and emotional response.
The digital world is all about data, and that data is being gathered in all sorts of unexpected ways, says Dr Pippa Malmgren.
So it’s the Patriots against the Rams in Atlanta for Super Bowl LIII – and an appropriate time to look at how brands have devised successful campaigns around the biggest event in the US sporting calendar.
Nigel Walley, managing director of media consultancy Decipher, is a big fan of addressable TV. UK advertisers, however, do not currently share his enthusiasm, and the reasons can be summed up in two words: distrust and confusion.
What are the similarities between jazz and marketing? News Editor, Brian Carruthers, went to hear a man who does both: Neuro-Insight’s John Zweig.
Voice is being hyped as the next big thing, but, says Adam Skalak of Nestle, FMCG brands need more data to work with.
There’s no one way to tackle digital transformation, says Rahmyn Kress, chief digital officer at Henkel.
The public may be experiencing frustration and disillusionment with the political classes and how they are handling Brexit, but Claire Enders is upbeat about the future for media and advertising.
Thanks to technology it’s possible to understand media in new ways. And if you can pull the different strands together, says Frances Ralston-Good of Hearts & Science, you can develop new consumer insights.
We’re currently living through the ‘mid-digital age’, according to Zenith ’ s Tom Goodwin, but it’s time marketers started considering the post-digital age.
If data really is the new oil then it’s high time advertising started learning lessons from the oil industry, suggests Alex Steer of Wavemaker.
Protecting radio in cars is a top priority for Radioplayer. Managing director Michael Hill explains why.
The Ehrenberg Bass Institute stresses the need for the mental and physical availability of brands, but the coming age of marketing to machines will require mental and physical disruption, according to Phil Sutcliffe of Kantar TNS.
Consumers don’t know much about what personal data is being collected. It’s not until they start asking questions that the bottom part of the “data iceberg” becomes apparent, according to Tuomas Syrjänen, CEO of Futurice.
The research industry will in future be dominated by a very few platforms able to leverage scale in the same way that Amazon and Uber do in their industries, according to Stephen Phillips of ZappiStore.
Publishers faced with declining print ad revenues need to look beyond digital to pick up the shortfall, according to James Wildman, CEO Hearst Media.
“To look at where the future is heading, don’t look at consumers but at the expectations that are created by the innovations on which they are lavishing love and attention today,” Henry Mason, managing director of Trendwatching, advised an audience at ad:tech London.
Bots have been hailed as the key to transforming the customer experience, but Jasmeet Sethi, head of operations at Ericsson Consumer Lab, warns that there’s a downside for market research.
Supermarkets can understand their customers through the transactional data they accumulate, but it's far more difficult for other brands and retailers to do the same.
It may soon be time to add another acronym to your collection as mixed reality (MR) heaves into view.
Brian Carruthers is news editor at WARC.