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Article

This event report looks at how drinks brand Guinness reacted to a changed marketing environment, developing its global brand purpose and successfully tweaking creative when necessary.

News

CANNES/BEIJING: Western companies have the opportunity not only to grow in China but to embrace some of the elements that have made China grow at incredible pace, particularly its tech sector, according to the President of Nielsen Greater China.

News

CANNES: Oath, the new media company created from the merger of Yahoo and AOL, does not envisage taking on the internet giants head-to head, but instead intends to seek a "differentiated" relationship with consumers, its chief executive has said.

Article

This event report looks at the lessons learned in the course of developing the award-winning The Fixer campaign for Direct Line insurance.

Article

This article examines the importance of a scientific approach, in addition to a creative one, and the value of marginal gains theory to improve overall advertising effectiveness.

Research Paper

This paper reports the results of a systematic review of recent literature on the use of mathematical models in the marketing field to identify the main aims of model adoption in various functional areas of marketing.

News

LONDON: Ryanair, the low-cost airline, focuses its marketing efforts on SEO and content marketing in order to drive traffic to its website rather than higher cost activities that are open to fraud and which deliver questionable metrics, its CMO has ...

Article

This event report explores Cambridge Analytica's program of research, data analytics and digital marketing during the 2016 US Presidential election.

Article

This event report outlines how WWE, the wrestling group, is developing its content strategy across multiple channels.

Article

This event report addresses how Nescafé, the coffee brand, has sought to enhance its digital presence.

News

LONDON: Automotive marketing remains stuck in the past and has yet to catch up with the technological and social changes taking place around the world, according to an industry figure who argues it can usefully learn from the approach taken by ...

Article

This report explores how Intel, the technology company, implemented a new campaign to help reinvent its brand.

Article

This short article looks at Javier Sánchez Lamelas' 'MARTKeting', which explains why and how marketing works through a combination of research, theory and experience, and offers a framework for marketers to master their own strategy.

Article

This article examines what has changed in the car industry as the advent of leasing and renting deals has made consumers less attached to their cars, and technology has shifted focus from mechanics to in-car experiences.

Article

This article outlines how electric vehicle brands such as Nissan and Toyota are raising the game in automotive advertising, using new technologies and innovative approaches.

Opinion

"I wish I could be with you today, in the flesh as they say, but I'm in India. Ever been in India? Very hot.

Opinion

How do you craft an award winning creative strategy? At WARC we had the privilege of hearing directly from Dom Boyd (Group Head of Strategy, adam&eveDDB and chair of the APG Creative Strategy Awards) and Craig Mawdsley (Joint Chief Strategy Officer, AMV BBDO) who shared their valuable perspective on what makes an award winning entry.

Article

This event report looks at how brands prepare for technological and cultural change; the BBC, the UK's public broadcaster looks to its audience, while PepsiCo's fruit and veg division looks beyond juice toward health and wellbeing.

Article

This article identifies five rules for marketers to navigate the post-Trump and post-Brexit landscape and shows how they can change their own messages to succeed.

Article

In this article, the author argues that marketers should start with the desired customer experience, not with all the new technology available.

Article

In this article, the author argues that creativity should never be killed at birth, even if it often turns out to be a bad idea.

Article

This article uses an old video of David Ogilvy giving a talk about direct marketing to create a not-quite-Socratic dialogue about the way forward for brand advertising, and what it can learn from its direct-marketing cousins.

Article

This webinar explores how to craft an award-winning creative strategy, with case studies illustrating how an idea can be made compelling.

Article

This event report outlines how Verizon, the communications group, is building its content presence across multiple categories.

Opinion

I'm writing this article as my company, Chapter, celebrates its second anniversary. We may be 0.0001% complete on our mission, but it feels a big milestone, as around one in two businesses fail during this time period.