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Sam Peña-Taylor

At the end of the year, trends are all around us. From across the marketing circuit, here are some that could cause a rumble in the coming year.
Marketing leaders have a responsibility to invest in the best possible media mix, but that is never easy.
Social media has been a part of media plans for a long time, but accurately measuring how it affects not only the overall communications effectiveness but the bottom line has proved extremely difficult.
Attention is, supposedly, very important for advertising to function, but according to Facebook's planners that idea is outdated and in need of shaking up.
Sir Martin Sorrell doesn't believe in keeping a low profile. After departing WPP he was soon back in the saddle with a new venture and now he's hitting the event circuit again.
On Tuesday, Audi took the Grand Prix at the IPA’s Effectiveness Awards, having established its brand as the 'progressive premium' marque, before a lauded film, Clowns, redefined luxury auto advertising.
Jay-Z’s record label-turned-sports agency, Roc Nation, has been growing its marketing offer with a range of high-profile athletes.
Innovation and transformation are all too commonly invoked, but what do actual innovation strategies look like? In short, they think about societies, morals, and the technological world that the future will hold.
Here’s what you need to know this week:...
Following its most recent earnings call, Apple is now worth a trillion dollars. A former creative director of the company believes its recent history has been too “vanilla”, but is vanilla, in fact, effective? Last week, Apple, the maker of the iPhone and the first ever company to be worth a trillion-dollars, announced its quarterly results.
As the first analyses of World Cup advertising roll in, WARC's Sam Peña-Taylor turns pundit with some help from Kantar Millward Brown.
As the 2018 World Cup group stages come to a conclusion, certain brands have shown their marketing colours.
In an emotional context such as sport, adding to – and not intruding on – the experience is of paramount importance, as the telco EE showed in its entertainment marketing strategy.
At an event in central London, strategists gathered to borrow skills from sister professions in order to make them better students of the human.
In his new book, Be More Pirate, Sam Conniff Allende, co-founder of Livity, outlines a model for a radical new way of organising with wide-ranging implications.
RAIN, a New York-based digital consultancy, has worked with Amazon for over two years building skills for the company’s Echo, Tap, and Fire ranges.
Richard Shotton’s new book The Choice Factory is about the decisions we make every day, and the biases that complicate them.
Customer experience (CX) is set to be one of this year’s dominant business trends. But what does it mean and how can you do it? WARC heard John Sills, an expert on creating compelling experiences, explain why it’s so much more than a digital trend.
The consumer of the future lies at the point where consumption and creation meet, according to futurologist Magnus Lindkvist.
BEST OF 2017 OPINION: The rumble in the jungle, it wasn’t. Nor was it the Thrilla in Manila.
Would anyone care if brands just disappeared? Four judges from the WARC Awards on what brand purpose is and what, at its best, it can achieve.
The smartphone is, to most of us, indispensable, and more frequently used than any other device. Though Apple began the smartphone era as we know it today with the original iPhone in 2007, the latest iteration, iPhone X, will test the loyalty of consumers to the device that placed the phone into the mainstream of our lives.
Programmatic is a term surrounded by noise. It goes along with persistent calls for more data, and more insight from across the industry.
Welsh people don't often get much to cheer about. And yet we do - often.
"As far as I know," David Ogilvy said, "I’m the only creative genius who started his career in research." The ARF David Ogilvy Awards celebrate the extraordinary and creative use of research in powering effective advertising.