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Article

This article offers principles that can help advertisers communicate difficult topics - where deeply entrenched beliefs are hard to overcome and shock tactics and a preachy tone prove counterproductive - and shift the narrative direction towards real change.

Article

This article considers what automotive brands need to do to achieve cut-through in an age of borderless digital content, looking at examples of 'blockbuster marketing' through campaigns such as BMW's The Hire.

News

NEW DELHI: Data will only take a campaign so far as agency creatives must use their 'creative intuition' to truly connect with consumers, a senior agency executive believes.

Article

This article explores the enduring power of creative intuition in an increasingly data-driven world and how agencies can find a balance to best serve clients.

Article

This article warns against marketers becoming trapped in their own advertising "bubble", where they don't listen to opinion or consensus outside their own groups.

Article

This article describes how business writers can learn to better their craft by looking at the lessons provided by country music.

Article

This article looks at how guilt-eliciting communications, so extensively used by charities asking for donations and governments attempting to demarket certain harmful behaviours, can be used by more conventional marketers and offers a number of guidelines.

Opinion

Over a century ago, William James argued that the self includes many things outside of one's self, including social relationships and material things.  More recently, cognitive science has shown that we do indeed subsume the personality and values of the people we feel close to.  The result is self-other overlap, whereby the mental representations of our own identity begin to merge with our perceptions of someone else.

Article

This event report outlines how Nestlé, the food group, is exploring the future of audio advertising through partnerships with streaming platforms like Spotify.

Article

This article outlines what marketers must do to reach consumers in the short moments available to them, with case studies that include successful campaigns from adidas, MINI and Purdey's.

News

GURGAON: Message quality matters more than the platform, according to a top Nestlé India executive who argues that digital has blurred the line between content and media and that e-commerce is primarily a "marketing proposition" rather than ...

Article

This article warns that just because digital is ubiquitous it doesn't mean marketing can afford to lose its human element.

Article

This event report outlines how marketers can adapt to the growing fusion of media, advertising and technology, based on insights from research firm Ipsos.

Article

This paper explores how advertising can leverage the interplay of attention, memory and emotion to influence people's brand choices.

Article

This event report addresses how Procter & Gamble, the FMCG giant, is seeking to enhance the standard of creativity across all of its advertising.

Article

This event report outlines how Burger King, the quick service restaurant chain, has re-engaged consumers with its "Be Your Way" positioning.

Article

This event report addresses how Procter & Gamble – the owner of brands like Always, Pantene and Tide – is seeking to maintain high standards of creativity across its widely diverse output.

Article

In this article, Malcolm White argues that John Keats, the English Romantic poet, invented Virtual Reality.

Article

This article explores current thinking and writing on the subject of rational advertising, a technique known for driving short-term behaviour and sales, and an effective tool in a marketing mix.

Article

This article provides guidance and reading on storytelling strategies, or the fashioning of events into a meaningful, relatable story for customers to identify with and remember.

Article

This short report collects together key quotes from all of the major events Warc reported from at the Cannes Lions International Festival of Creativity in 2016.

Article

This event report comes from the Warc session at Cannes Lions festival with the Ehrenberg-Bass Institute, in which the audience heard compelling new research and a growing system of codification.

Article

This article explains the factors and considerations for marketers when speaking to an LGBT audience in the United States, including facts and figures around the community and why brands should pay attention.

Article

This article argues that while artificial intelligence (AI) continues to progress in astounding ways, advertising will always be underpinned by an understanding of human emotion beyond a machine's capabilities.

Article

This article argues that personalisation can offer great cut-through and brand results but marketers need to remember that it is just one of many tools available and that it should only be used when relevant.