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16 November 2018 Kantar Millward Brown research into the last three years of TV Christmas ads in the UK explores what successful spots do, and what distinguishes an effective strategy at this time of year from ads at any other time.
Opinion
15 November 2018 Great planning starts with understanding people and developing insights through the lens of their humanity, says BBDO Asia’s Andy Wilson, judge of the 2018 WARC Prize for Asian Strategy.
14 November 2018 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.
Opinion
14 November 2018 Jem Fawcus from Firefish outlines why TV is such an effective channel for purpose-led campaigns, enabling brands to tap into audiences that are primed for strong emotion-led messaging.
Opinion
14 November 2018 In the final instalment of ANA Masters of Marketing insights from MediaLink, SVP Diana Naguib explores how the influence of AI will affect the industry in the year ahead, and observes how direct brand ownership of data will become more important than ever before.
13 November 2018 As brand purpose enters the mainstream, the 2018 ANA Masters of Marketing witnessed its influence on brands as diverse as Ancestry, Clorox, and FedEx.
13 November 2018 Marketing effectiveness has long been in a state of waiting for that perfect metric, the tell-all KPI.
12 November 2018 At the 2018 ANA Masters of Marketing, customer-centricity emerged as a necessary part of a successful strategy.
12 November 2018 The banning of a Christmas TV ad for retailer Iceland highlights contradictions at the heart of the UK's political ad regulations –  rules,  argues politicaladvertising.co.uk’s Benedict Pringle, that were made for a more limited media world and which need updating.
09 November 2018 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.
Opinion
08 November 2018 Planners are in danger of being caught up in the minutiae of campaigns when they should be looking at the big picture.
Opinion
07 November 2018 Brands are rarely made better when we add to them. The more we add stuff - be it for the sake of 'the new' or to fend off what we see as competitive threat - the greater the risk that we dilute and obfuscate what we really are, says Gareth Kay.
06 November 2018 The second edition of the new, digital Admap is focused on winning at personalisation, a key challenge for our clients.
Opinion
05 November 2018 Waste is something to be avoided, according to many marketers and their favoured digital targeting platforms, while others understand its subtle power.
Opinion
02 November 2018 As we race towards an ever more personalised future perhaps there is merit in reflecting on how personal brands should become.
Opinion
01 November 2018 This month, Humana is the brand that achieved the biggest rise in its Ad Awareness in the US. November marks the beginning of open-enrolment for health insurance through the Affordable Care Act and health insurance companies have been ramping up their ads in anticipation.
Opinion
01 November 2018 This month, toiletries brand Shokubutsu is the brand which has achieved the highest uplift in its Ad Awareness over the past month.
Opinion
01 November 2018 This month, Cadbury Roses is the brand which has achieved the highest uplift in its Ad Awareness in the UK.
Opinion
31 October 2018 Hall & Partners’ Ziad Skaff shares what he’s learned from two years of judging the WARC Prize for MENA Strategy.
31 October 2018 Advertisers now have more access to content creation providers than ever before. Stuart Pocock, Co-founder of The Observatory International, explains how they should determine who they work with.
29 October 2018 Sustainability is a point of focus for the world’s biggest advertiser. WARC's Geoffrey Precourt explores how P&G’s chief brand officer is working with the ANA and Cannes Lions to make it an industry priority, too.
29 October 2018 Marketing leaders have a responsibility to invest in the best possible media mix, but that is never easy.
Opinion
26 October 2018 Multiple Gold IPA Effectiveness Award winner Tom Roach, Head of Effectiveness at BBH London, shares a personal perspective on the value of writing an IPA Effectiveness entry, and reveals the top 20 IPA case studies on WARC.
24 October 2018 Obsession and excellence fed into a JPMorgan Chase creative spot. WARC's Geoffrey Precourt explores how the ad favoured feelings over metrics.
Opinion
24 October 2018 Gender equality has made great strides in MENA’s marketing, although J. Walter Thompson Gulf’s Regional Planning Director, Mona Elsayed, suggests there is scope to be even more progressive.