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28 July 2017 What video strategy works for a brand depends, ultimately, on the brand, argues Andre van Loon, and looking at what worked for others can, at times, leave us wishing for faster horses rather than cars - to paraphrase Henry Ford.
Opinion
27 July 2017 Brands place great store by their visual branding but have neglected their audio branding, something that is becoming increasingly important, according to Global's Jo McChristie.
Opinion
25 July 2017 As more brands are engaging with LGBTQ messaging, a new report from Ebiquity reveals the state of play.
Opinion
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.
20 July 2017 The recent fallout over brand safety is yet another sign to the industry that we need to do more to establish and guarantee advertising only appears in brand safe environments, that the advertiser actually wants to appear in.
Opinion
18 July 2017 WARC’s Lucy Aitken spoke to Charlie Chappell, Hershey’s Senior Director for Integrated media, and chair of judges for the WARC Media Awards Channel Integration category, about emerging platforms, data, and what makes a great integrated campaign.
Opinion
17 July 2017 Whenever you scan your email inbox or social feeds in the morning, you have some things that you instantly read: work emails, industry news, and links sent out by your favorite influencer.
Opinion
17 July 2017 In the wake of negative press coverage, financial services brands are particularly vulnerable to the consumer's experience turning from a positive one into a negative one.
14 July 2017 Brands have a wealth of data at their fingertips, from ad-server to website to CRM, consumer engagement with various touch points leaves a trail of insight not to be wasted.
Opinion
14 July 2017 It’s a well-known cognitive hack that the more you are exposed to something, the more likely you are to like it, but Faris Yakob thinks that brands need to get smarter about taking advantage of this.
Opinion
14 July 2017 The advertising industry, and its awards, celebrates only success - forgetting the failures from which we could all learn important lessons, argues Gareth Kay.
14 July 2017 Malcolm White wonders how more communication went from being the force for good that would bring humanity together, to being something altogether more divisive.
14 July 2017 Anvar Alikhan takes a look at the brand that’s something of an embarrassment to Coca-Cola in India - even though the global giant owns it.
Opinion
12 July 2017 Paul Dalton, Chief Media Officer, International, DigitasLBi and judge for the Effective Use of Tech category at this year's WARC Media Awards, talks to Lucy Aitken.
10 July 2017 This commentary appears in WARC’s new ‘Future of Strategy’ report, based on a global survey of senior agency planners.
10 July 2017 A great strategy can cause a big behavioural or attitudinal shift, achieved through communications, that solves a business problem for the client, says Bridget Angear.
10 July 2017 This commentary appears in WARC’s new ‘Future of Strategy’ report, based on a global survey of senior agency planners.
Opinion
10 July 2017 This commentary appears in WARC’s new ‘Future of Strategy’ report, based on a global survey of senior agency planners.
Opinion
10 July 2017 In future, the USP of the successful agency planner will be their ability to synthesise different data sources, argues Anthony Wong.
Opinion
10 July 2017 What could be more planner-like than holding a chunky survey and feeling a creeping sense of doubt, asks Tom Morton? The good news from WARC’s Future of Strategy survey is that planning is becoming a more important part of agency life: a bigger influence in two-thirds of agencies, and a bigger department in half of agencies.
Opinion
10 July 2017 This commentary appears in WARC’s new ‘Future of Strategy’ report, based on a global survey of senior agency planners.
Opinion
10 July 2017 This commentary appears in WARC’s new ‘Future of Strategy’ report, based on a global survey of senior agency planners.
Opinion
10 July 2017 Planners need to be the change agents inside their agencies and help change how we work to guarantee a more fulfilling future, says Gareth Kay.
10 July 2017 This commentary appears in WARC’s new ‘Future of Strategy’ report, based on a global survey of senior agency planners.
Opinion
10 July 2017 This commentary appears in WARC’s new ‘Future of Strategy’ report, based on a global survey of senior agency planners.