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Opinion
21 February 2018 Wasim Basir, Coca-Cola MENA’s Director of Integrated Marketing Communication and the chair of judges for this year ’ s WARC Prize for MENA strategy, speaks to Lucy Aitken about the challenge of reaching the region’s youth and what makes a winning strategy.
19 February 2018 Some clients withhold their permission for a case to be submitted for the IPA Effectiveness Awards. Here, the IPA Effectiveness Editor Carlos Grande shares seven ways to win them over.
16 February 2018 Influencer marketing is in a state of constant evolution, and has as many fanatics as brow-raising skeptics.
16 February 2018 Personalities on radio are a long-standing form of influence. Abby Carvosso, Group MD, Advertising at Bauer Media, shares some insights about the radio company’s pairing of talent and brands .
15 February 2018 Why and how does a little agency in New Zealand consistently stay top of the world’s Creative and Effectiveness charts? Nick Worthington, the long serving Creative Chairman of Colenso BBDO, attempts to explain.
Opinion
14 February 2018 What does a crash course in marketing theory teach you? WARC’s Editorial Assistant (Awards) Chiara Manco is currently studying for the IPA Foundation Certificate.
14 February 2018 In the face of less and less valuable online ads that struggle to deliver value to both brands and publishers, is it time to rethink the church-state divide? Asks Jonathan Carter of Acxiom.
Opinion
13 February 2018 Agencies are increasingly aware that they are fighting for business with much larger organizations, says Mirum CEO, Dan Khabie.
12 February 2018 Brands enter people’s lives through myriad touchpoints, all of which contribute to building a bias toward the brand in the consumer’s mind – in other words, hooking them early.
Opinion
08 February 2018 Jem Fawcus is the owner and group CEO of qualitative research company Firefish whose clients include Unilever, PayPal and Twitter.
07 February 2018 Richard Shotton’s new book The Choice Factory is about the decisions we make every day, and the biases that complicate them.
Opinion
06 February 2018 Christopher Yu is Vice President, Integrated Marketing Strategy, Innovation, and Technology, U.S. Bank and is this year’s jury chair for Effective Innovation at the WARC Awards.
05 February 2018 Purpose has gained something of a reputation in marketing as merely window dressing. But Freya Williams of Futerra North America argues that this interpretation ignores the fundamental shift throughout the business world.
Opinion
05 February 2018 The Super Bowl is deserving of our attention, and brands that shell out to feature had to bring their best game.
Opinion
02 February 2018 Data risks going the way of ‘digital’ in becoming a meaningless buzzword. What we’re looking for is information and forgetting that in favour of data can leave marketers looking for tactics rather than creating strategy, argues UM London’s Adam Morton.
Opinion
02 February 2018 Super Bowl LII is upon us, and the US ad industry has been stressing over creating the ad to end all ads: powerful, emotional storytelling sure to stun any Cannes jury.
Opinion
01 February 2018 Customer experience and/or experience design have emerged as a discipline that many agencies, especially digital ones, are moving to offer but, Faris Yakob warns, experience cannot entirely replace brand communications.
01 February 2018 The fundamentals of marketing and advertising success have not changed because of the digital revolution.
01 February 2018 For Mike Teasdale, the notion of brand love is a flawed one, believing it to be nothing more than a habit with some emotion or nostalgia thrown in.
Opinion
01 February 2018 Claudia Willvonseder is the CMO at IKEA Group and is the chair of the Effective Use of Brand Purpose category at the 2018 WARC Awards.
01 February 2018 The Super Bowl is one of the most expensive places to advertise, giving brands access to an experience shared across America.
Opinion
30 January 2018 Candace Kuss is Director of Social Media, Hill+Knowlton Strategies. This year, she joins the judging panel for the WARC Awards in the Effective Social Strategy category.
26 January 2018 GDPR may well make cookies and third party data impossible to use, argues Mike Hemmings, Marketing Director, EMEA at adtech firm Grapeshot.
Opinion
26 January 2018 CES 2018 didn’t disappoint, but it didn’t necessarily amaze, save for a few standouts like “The Wall” – the new modular TV, with MicroLED technology, from Samsung.
Opinion
23 January 2018 Harjot Singh is Chief Strategy Officer of McCann Europe, and, this year, will judge the purpose category of the WARC Awards 2018 .