28 October 2020 • Tom Roach explores new research into how people feel about the candidates in the 2020 presidential election: in this telling, it's much closer than the polls suggest.
31 March 2020 • Forrester’s Tom Mouhsian argues that airlines have a major role to play in the fight against COVID-19 and they must focus on delivering on customer experience and meeting expectations while planning for a post-pandemic future.
05 September 2019 • The job of brand strategy expands from telling the brand story to building the brand system, argues R/GA's Tom Morton in an essay for the Future of Strategy 2019.
30 November 2018 • This month, Admap looks at Drivers of Change in 2019, exploring five key trends and how they will impact marketing over the next 12 months. One of the trends we put the spotlight on is the ‘evolution of banking’.
22 November 2017 • The modern Christmas ad is deeply associated with John Lewis and its mega-successful formula of tear-jerking storytelling and thoughtful gifting. But that’s just one of several strategies retailers and other brands use to win hearts at Christmas time, observes Tom Ewing of System1 Group.
20 July 2017 • In light of the UK Advertising Standards Authority’s proposed tougher regulation of campaigns featuring harmful gender stereotypes, System1’s Tom Ewing suggests that the impact will lead to better advertising, but warns that bad ads could still come through other channels.
16 August 2013 • Running newspaper ads and connecting with mums have traditionally been core components of the marketing playbook. As a result of the digital revolution, however, each of these areas has undergone a transformation, aptly demonstrated by two presentations at IAB UK’s Brand Forum, held in London on August 8th 2013.
12 July 2013 • This year's Cannes Lions festival was a bonanza of prize giving for the advertising industry's best work – some of which is featured on Warc . But it's not just the end product of a campaign that deserves recognition of quality; good ads are crafted from a raw material of hard thinking and fresh research. Warc provides a great deal of that raw material through its website, not least in the content of the three journals we publish. And this year all three have been endorsed by Thomson Reuters' Impact Factor: one of the leading indicators of the quality of a publication's output.
30 April 2013 • Ever tried haggling in a high street shop? If you’re British, the chances are you’d see it as being a bit beneath you – embarrassing, even. Some might have a go on holiday, in Morocco or Egypt, and enjoy the excitement of feeling they got their money’s worth by the grit of their innate bargaining powers, but it’s a novelty experience most would leave at the airport.
About Tom Roach