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Opinion

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.

Article

This article proposes a set of core principles that will help advertisers as they create brand-aligned, differentiated and valuable native advertising experiences delivered programmatically - a task that brings ever greater responsibility to apply best practice and ensure a good value exchange.

Article

This article outlines some essential guidelines for marketers to ensure that programmatic reaches its full potential, by changing the way they plan, ensuring specialist teams are in place, and helping give the client sufficient understanding of the promises of the technology.

News

MUMBAI: Senior figures in India's advertising sector noted a big hit to spending after the country's controversial demonetization initiative, but are optimistic consumer spending will bounce back in 2017.

Article

This article argues that planning, creating, distributing and optimising valuable content can drive brand awareness, spark lead generation and deliver business value.

Article

This webinar explores the changes facing brand planning and argues that, to be effective today, brand strategy needs to be understood as an ongoing organizational process, rather than a fixed agenda with pre-established goals.

Article

This event report looks at the digital strategies of Reckitt Benckiser, the pharma/toiletries giant, with two of its key brands - Durex and Dettol - and how marketing activity revolves around the brand mission: 'healthier lives and happier homes'.

Article

This article describes best practices from Coca-Cola on how to design a successful content strategy and stay relevant in consumers' lives.

Article

This short article is an interview with Tom Brady, the NFL's VP for social media and emerging programming; he tells the ANA about social across all levels of the game, and how you can add value to social conversations, and how to handle negative stories.

Article

This article outlines a best practice guide for brand planning based upon interviews with CMOs.

Article

This event report outlines how GoDaddy, the domain-registrar and web-hosting firm, put personalisation at the heart of its marketing strategy.

Article

This event report discusses how Dos Equis, the beer brand, is moving on from its "Most Interesting Man in the World" program.

Article

This event report breaks down how Gatorade, the sports drink, effectively develops and measures its storytelling content.

Article

This report examines the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the Warc Prize for Asian Strategy 2015.

Article

This event report addresses how Dunkin' Donuts, the coffee and baked goods chain, has transformed its business and brand.

Article

This event report shows how McDonald’s USA, the quick-service restaurant chain, was inspired by insights drawn from Twitter to begin serving breakfast items all day.

Article

This event report outlines how Facebook designs products and services for mobile, and the lessons this can provide for other brands.

Article

This event report addresses how Coke Zero – a low-calorie carbonated drink in Coca-Cola's portfolio – rolled out an innovative campaign seeking to drive consumer trial.

Article

This event report considers how financial services brand MasterCard is repositioning itself as a lifestyle brand rather than a simple payments brand.

Article

This article provides guidance for marketers building a content strategy, based on evidence that successful content marketing requires a strategy.

Article

This article argues that creating compelling content requires a clear content marketing strategy with flexibility to respond to events.

Research Paper

This paper explains how Dannon, the dairy products company, created a platform that gave its shopper research findings a longer life.

Research Paper

This paper demonstrates how Heineken, the beer brand, uses research to define the culture for specific cities, focusing on the main cities of Ireland - Dublin, Cork, Galway and Belfast.

Research Paper

This paper describes a research project for Diageo, the drinks company, which sought to gain a better understanding of women in order to engage them with its brands.

Research Paper

This paper demonstrates how Microsoft transformed its research practices from product-centric, looking at consumer data for individual products, to consumer-centric, capturing data for the entire technology ecosystem, in order to deliver seamlessly integrated experiences across all devices and services.