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Opinion
16 July 2018 Ahead of the launch of WARC’s 2018 Future of Strategy Report on 25th July, we are reposting a series of pieces on leadership from former heads of the BBH London strategy team, commissioned by Ben Shaw, the new Head of Strategy at BBH London.
16 July 2018 The introduction of GDPR in May caught many businesses off guard, with some withdrawing entirely from Europe rather than becoming compliant.
11 July 2018 Ahead of the launch of WARC’s 2018 Future of Strategy Report on 25th July, we are reposting a series of pieces on leadership from former heads of the BBH London strategy team, commissioned by Ben Shaw, the new Head of Strategy at BBH London.
Opinion
09 July 2018 Ahead of the launch of WARC’s 2018 Future of Strategy Report on 25th July, we are reposting a series of pieces on leadership from former heads of the BBH London strategy team, commissioned by Ben Shaw, the new Head of Strategy at BBH London.
Opinion
06 July 2018 If the future of advertising lies in direct marketing, then that marketing must return to delivering content worth consuming, instead of an endless stream of sales messages based on previous purchases, Faris Yakob believes.
06 July 2018 It has now come to the point that brands have started stretching storytelling too far, turning it from a good way of thinking about themselves into a bad way of trying to connect with consumers, says Malcolm White.
Opinion
06 July 2018 Agency professionals are largely having the wrong conversation, driven by the wrong language. Tim Williams says they should aim to use the value-oriented language of sellers.
Opinion
06 July 2018 The notion of the importance of “community” in building powerful brands has been around for a long time but, asks Gareth Kay, has the term now become so overused that it has been rendered meaningless?...
06 July 2018 Planning cannot afford to keep repeating old mistakes, says Mike Teasdale, if it is to adapt to the rise of data, platforms and short-term response creativity and the decline of long-term brand-building ideas.
05 July 2018 As the first analyses of World Cup advertising roll in, WARC's Sam Peña-Taylor turns pundit with some help from Kantar Millward Brown.
Opinion
04 July 2018 Everywhere you look, it’s all about transparency. Advertising and media has grasped the importance of this issue in recent years to such an extent that it has, ironically, become one of the industry’s most visible issues, argues the 7stars’ Jenny Biggam.
Opinion
29 June 2018 The highest order of agency-client relationship is that of the trusted advisor, argues Jim Hubbard of White Door Consulting.
29 June 2018 AI is a regular feature of news stories across nearly every industry. But, says Stephen Upstone, the headlines hide the fact there's a big human role in making AI work effectively.
29 June 2018 Thanks to technology it’s possible to understand media in new ways. And if you can pull the different strands together, says Frances Ralston-Good of Hearts & Science, you can develop new consumer insights.
28 June 2018 Yelena Gaufman, Strategy Partner at Fold7, looks at lessons from online upstart brands that have moved into the mainstream and retained their voice and original audience.
Opinion
27 June 2018 The methods through which brands tell their stories need to change, argues Phil Gault, a strategic consultant.
27 June 2018 As the 2018 World Cup group stages come to a conclusion, certain brands have shown their marketing colours.
Opinion
25 June 2018 This month, Al Ansari Exchange is the brand that has achieved the biggest uplift in its Ad Awareness in the UAE, according to YouGov’s BrandIndex Ad Awareness score.
25 June 2018 The price of TV and online video varies, but the cost does not always correlate to effectiveness. Here, MediaCom’s Marko Matejčić looks at the cost of one second of attention in order to better compare channels.
Opinion
25 June 2018 It’s been a rough year for Facebook, but the social media mainstay is working to re-establish itself as a friendly, fun place for interpersonal communication.
25 June 2018 We’re currently living through the ‘mid-digital age’, according to Zenith ’ s Tom Goodwin, but it’s time marketers started considering the post-digital age.
Opinion
25 June 2018 This month, Chemist Warehouse is the brand which has achieved the biggest uplift in its Ad Awareness in Australia, according to YouGov’s BrandIndex Ad Awareness score.
Opinion
25 June 2018 This month, KFC is the brand which has achieved the biggest uplift in its Ad Awareness, according to YouGov’s BrandIndex Ad Awareness score.
Opinion
22 June 2018 Traditional ad planners and strategists are facing a unique set of pressures as the worlds of creativity and technology merge ever more closely together, finds Leo Rayman, CEO, Grey London.
Opinion
21 June 2018 Joanne Lao is CEO, TBWA Greater China and is judging the 2018 WARC Prize for Asian Strategy. Here, Lucy Aitken, Managing Editor, Case Studies, talks to her about how China is rewriting the rule book for retail and tech and why Chinese millennials are such a powerful economic group.