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18 January 2018 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.
Opinion
17 January 2018 David Chriswick, Head of Brand Strategy at DigitasLBi Chicago and a judge in the Effective Use of Brand Purpose category in the 2018 WARC Awards, talks to Lucy Aitken about what brands can learn from last year's winning Whirlpool paper, which he co-authored, and shares his favourite examples of effective brand purpose.
Opinion
16 January 2018 Now that the industry is getting to grips with building storage and manipulation capabilities to cope with the volume of data, attention will turn to making data work harder for us.
Opinion
15 January 2018 Rob Isaacs, Head of Content and Partnerships at Lucky Generals and a judge for the 2017 Effective Content Strategy category at the WARC Awards, says that content marketing campaigns need to learn to love data.
Opinion
12 January 2018 Resisting the urge to make predictions for the year ahead, Gareth Kay offers up three wishes that he hopes will happen this year, in order to move towards creating a more robust and vital marketing industry.
11 January 2018 Publishers faced with declining print ad revenues need to look beyond digital to pick up the shortfall, according to James Wildman, CEO Hearst Media.
Opinion
10 January 2018 Adrian Mills, Partner, Deloitte Australia, is judging the Effective Use of Brand Purpose category in the 2018 WARC Awards .
Opinion
09 January 2018 Lennie Stern is Head of Creative and Entertainment Strategies, BETC Paris and a judge of the Effective Content Strategy category in the 2018 WARC Awards.
08 January 2018 With the Marc-Pritchard-inspired clean-up of digital marketing under way, we are entering a period of transition that will have a lasting impact on the future of our industry, says Julia Connaughton, Head of Digital, the7stars.
04 January 2018 The eponymous Venn diagram should not be seen as a mere PowerPoint decoration but, Malcolm White explains, can and should be used as a creative thinking tool to unlock potential or seize opportunities.
Opinion
04 January 2018 If agencies can reframe what they offer in terms of providing solutions, not services, and recast the skills and talents within their business, then they will move up the value chain,  argues Tim Williams .
Opinion
04 January 2018 The problem with endless over-optimisation is that practitioners look at advertising through the lens of a spreadsheet which, argues Faris Yakob, loses the humanity in the craft.
04 January 2018 As 2018 marks the bicentenary of his birth, Mike Teasdale ponders what Karl Marx would make of today’s consumerism and what he would think of future consumerism driven by digital and AI.
Opinion
03 January 2018 Bessie Lee, f ounder and CEO of Withinlink, a China -based startup incubator and strategic venture fund, is judging the Effective Innovation category in this year's WARC Awards.
Opinion
02 January 2018 All brands need to innovate - it’s the only way of staying fresh, relevant and useful - but when, where and how to do it? Nick Burcher, Director of Digital at MediaCom and a judge for the 2017 WARC Awards, looks to the past to find innovation lessons for the future.
Opinion
18 December 2017 The demand for digital audio content is growing at a rapid rate. As audio continues to play a central role in our lives, sound has never been so influential in media, technology and business, suggests Oliver Deane.
14 December 2017 Smarter marketing and investment in communications is helping local brands fight back against the multinationals.
Opinion
14 December 2017 As the holiday sales loom, it can be tempting to throw caution to the wind and discount like crazy in pursuit of traffic and margin-low spend, but, says Paul Hunt of Pricing Solutions (part of the iris network), the effects on the overall brand can diminish hard brand-building work.
13 December 2017 Consultations are not the answer to the questions posed by GDPR, says Julian Saunders of PORT.im. What matters is the way we can act now.
13 December 2017 “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.
13 December 2017 Digital publishing may be a relatively young industry, but as excuses go, this just doesn’t wash any more.
Opinion
12 December 2017 As the jury for the Effective Content Strategy category  of the WARC Awards is announced, Lucy Aitken interviews John Dokes, CMO, AccuWeather and the jury chair, finding out more about how the company uses partnerships with the likes of Spotify and Ford to deploy its own successful content strategy.
12 December 2017 Heather Dansie, associate research director at Publicis Media, discusses why experience is core to a Christmas strategy and what brands can do to truly embrace the festive season.
12 December 2017 Fraud is a big problem and the only way we’re going to solve it is by becoming realistic about marketers’ response to fraudsters, argues Richard Kahn.
07 December 2017 While the multi-platform world presents significant opportunities for brand advertisers, it also presents new challenges.