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14 December 2017 Smarter marketing and investment in communications is helping local brands fight back against the multinationals.
Opinion
14 December 2017 With deep discounting holidays, like Boxing Day looming, it can be tempting to throw caution to the wind and discount like crazy in pursuit of traffic and margin-low spend, says Paul Hunt of Pricing Solutions (part of the iris network), but the effects on the overall brand can diminish hard brand building work.
13 December 2017 Digital publishing may be a relatively young industry, but as excuses go, this just doesn’t wash any more.
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 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.
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.
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.
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.
07 December 2017 While the multi-platform world presents significant opportunities for brand advertisers, it also presents new challenges.
06 December 2017 Humans have only experienced modernity as a blip – for the rest of our existence, the natural world was the basis of all our stimulus.
05 December 2017 A judge on the inaugural panel for Best Use of Brand Purpose at the 2017 WARC Awards, Laurence Green writes that brand purpose is alive and well and "busy restoring the broken link between business and society." Self-congratulatory as marketing awards may appear at their prize-giving jamborees, the judging that precedes the jolly is typically conducted with due earnestness.
Opinion
30 November 2017 The ad industry likes to think of itself as great storytellers, but so often fails to look at the form those stories take.
30 November 2017 Malcolm White argues  that the diminishing respect being afforded the advertising industry by clients has led it to develop a form of 'impostor syndrome'.
Opinion
30 November 2017 Faris Yakob wonders whether the explosion of the craft beer industry and resulting decline in the fortunes of the brewing behemoths carries any lessons for advertising? I'm in London this week and, having not been back for a while, I was struck by the visibility of craft beers, which I hadn't noticed to the same degree before.
30 November 2017 Mike Teasdale offers up his Christmas wish list for the industry, which includes taking the management consultancy threat more seriously, using the blend of creative and data to generate transformative work, agency leaders doing more for diversity and advertising becoming an interrupter once again.
30 November 2017 Anvar Alikhan looks at the cultural divide in India that separates the generations who grew up before the economic reforms of 1991 and those who came after.
29 November 2017 Following the release of Mindshare’s Media Multiverse research, three of the agency’s leaders discuss the industry shift towards franchises that live across a mosaic of platforms, and away from linear storytelling on one channel.
27 November 2017 We’re getting ready to launch Toolkit 2018 – our guide to tackling some of the biggest challenges brands currently face.
Opinion
24 November 2017 Each year the landscape that marketers face becomes more complex. Mobbie Nazir, We Are Social’s CSO, explores the themes the agency believes will affect the industry in the coming year.
23 November 2017 Strategists often benefit from an outsider’s eye, observes David Tiltman, Content Director at WARC, as he explores the story behind SK-II’s Marriage Market Takeover: this used an element of Chinese culture so ingrained as to go unspoken as an emotional springboard for a stunningly effective campaign.
Opinion
23 November 2017 Freedom of speech is fundamental to the U.S. constitution, but the latest developments in the dispute over net neutrality are putting this basic human right under threat, argues Sovrn's CEO, Walter Knapp.
Opinion
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.
Opinion
21 November 2017 If you work in advertising, chances are that someone outside the industry has asked you about subliminal advertising.
Opinion
21 November 2017 Good CX is not just about doing things quickly, argues Fetch’s Julian Smith. Most important is to find a strategy that leverages your knowledge of the consumers as well as their understanding of your brand.
17 November 2017 The consumer of the future lies at the point where consumption and creation meet, according to futurologist Magnus Lindkvist.