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Opinion
21 June 2017 Dave King, MD at Exterion Media, argues that digital transformation will affect all areas of a business, requiring a clear vision of how that will play out across all teams in the organisation, and how it will help to improve the experience of the customer.
Opinion
19 June 2017 What skills does the planner of the future need to have? A tough question for today’s agencies, in which the traditional brand planner often needs to share room at the (client’s) table with CRM strategists, social strategists, content strategists and all the rest of the roles that have popped up over the years.
Opinion
15 June 2017 Ahead of WARC's session at Cannes, Nigel Hollis of Millward Brown asks 'Is the creative industry losing its ability to sell stuff?'  Next week I will be speaking at a WARC panel session at Cannes on purpose marketing .
Opinion
13 June 2017 As the WARC Awards shortlist for the Best Use of Brand Purpose is announced, Lucy Aitken reveals some of the feedback from judges about what qualifies as purpose.
Opinion
06 June 2017 A third of Brits expect robots to run their lives in the next 13 years, yet just 2% of respondents would trust a robot with their children.
Opinion
06 June 2017 As the UK heads to the polls on Thursday, WARC's Alan Saywood explores why pollsters got the 2015 result so wrong, and asks what they must do to put things right and work toward the accuracy that the media and the public demand.
Opinion
31 May 2017 Faris Yakob addresses the tensions between short-term sales effects and longer-term brand building - and concludes that measurement holds the key to untangling this paradoxical relationship.
31 May 2017 Anvar Alikhan dives into the brand building that has made the motorcycle company Royal Enfield the market leader in India, with 90% market share.
30 May 2017 Malcolm White wonders if marketing's love affair with crowdsourcing is creating a fake news problem for commercial creativity.
Opinion
26 May 2017 Gareth Kay argues that words will never do justice to the best that our brains can create. So it’s time to think less verbally and think more expansively about how marketing communications can work.
Opinion
22 May 2017 There has been a spate of recent cases where large corporations are alleged to have used street art without seeking the appropriate permissions.
Opinion
22 May 2017 Appeals to identity have worked to bring about significant change in the political mood, but why did it work to such a degree? David Penn, of Conquest UK, asks whether marketers are thinking about the psychological overlap that allows people to identify with a cause.
Opinion
11 May 2017 Mark Inskip, Global CEO, Kantar Futures, takes issue with those who reject the Chief Growth Officer title.
Opinion
09 May 2017 At the 2017 Dubai Lynx festival, Asad Rehman, Director Media, North Africa & Middle East, Unilever, and chair of the inaugural WARC Prize for MENA Strategy, was interviewed by Tod Donhauser, CEO of Edelman UAE, as part of Edelman's series of Brand Breakfasts at the festival.
04 May 2017 Fabindia is a remarkable brand that has, in fact, become a Harvard Business School case study. On one level, it is ranked as India's largest retail fashion brand, well ahead of global competitors like Zara and Levi's – a cult brand, built on the ideas of ethnic pride, sustainability, respect for craftsmanship and commitment to society.
Opinion
04 May 2017 Bob Hoffman, the author of "The Ad Contrarian” blog, was part of a four-person "debate” at the 2017 World Federation of Advertisers annual conference in Toronto.
Opinion
03 May 2017 When Alex Bogusky was creative director of the agency that bears his name, he insisted on being read the press release before seeing the creative work.
02 May 2017 Long ago, I had an interview in New York with a well-known advertising agency. In the last of a round of interviews, the head of human resources used a phrase that I've heard with increasing frequency over the intervening years.
Opinion
01 May 2017 Gareth Kay takes inspiration from an ad that's done the seemingly impossible: uniting all the internet in one emotion.
27 April 2017 Mobile’s share of total UK internet adspend rose to over a third last year, and mobile accounted for 99% of new online ad money in 2016, according to the latest results from the AA/WARC Expenditure Report, released this week.
25 April 2017 TV’s share of total UK advertising expenditure has held steady at 25% over the last decade, despite the rise of online advertising, and TV can still be regarded as the largest ad medium in the UK, according to the latest results from the AA/WARC Expenditure Report, released today.
Opinion
21 April 2017 Recent issues around media transparency, fake ads and brand safety issues have put a strain on client-agency relationships.
Opinion
18 April 2017 "Data protection is rising up the public, political and media agenda", according to Rob Luke, deputy information commissioner (ICO), the UK’s independent authority that regulates the Freedom of Information Act.
Opinion
07 April 2017 Rajat Mendhi, Executive Vice President, Planning, BBDO Mumbai, was responsible for the widely lauded Share The Load campaign for P&G detergent brand Ariel.
06 April 2017 As more and more companies divest from Google following the appearance of ads alongside inappropriate content, Stefan Michel of IMD Business School argues for a subtler reading of the story.