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Article

This article outlines what guidelines marketers should follow to ensure that they get it right when disseminating public health information digitally to diverse audiences on their device of choice - a function that has now become an important part of modern-day healthcare.

Research Paper

Advertisements that elicit negative emotions (e.g., guilt) have been found effective in prompting socially desirable behaviors, such as making monetary donations to charity.

Article

In this article, Malcolm White proposes that the industry adopts a new way of judging creative development to avoid the danger of merely conducting a taste test.

Article

This article outlines six principles for improving clarity and precision when researching creative, by borrowing techniques from behavioural and social science that capture what people are really thinking.

Article

In this webinar, Faris Yakob, Founding Partner of Genius Steals, explains how to create better and more creative briefs.

Article

This article argues that to be agile a brand needs a high-level emotionally engaging idea or purpose that can be easily adapted to multiple campaign executions.

Article

This article explains how one agency delivered a successful campaign which took only 14 days to produce, and draws out some lessons from that experience.

Article

This article argues that, rather than prioritising between technology and creativity, the key to success is in developing creative big ideas that are true to the brand, and using data and technology-driven approaches to execute them in the right context.

Article

This article argues that context lies at the juncture of strategy, creative and media, and that an iterative process that fosters collaboration between strategists, creatives and the media team is much more likely to create relevancy for customers.

Article

This article describes a new study which reveals that the relevance of the message environment is more important than the quality of the medium in which it is placed.

Article

This article argues that advertising should adopt a 'lean' approach which takes campaigns to market quickly, in order to create and refine better ad campaigns.

Article

This article looks at the nuts and bolts of bringing a marketing strategy to life - how to write a creative brief, and how to brief it successfully.

Research Paper

This paper describes how traditional qualitative research was tailored to make target group insights directly actionable for Nutricia, the Danone-owned advanced medical nutrition company.

Research Paper

This paper outlines the qualitative research design behind the award-winning global Nightlife Exchange Project from Diageo-owned vodka brand Smirnoff.

Article

Major global companies are putting increasing emphasis on finding powerful, mind-blowing creative concepts to fuel their marketing communications campaigns and are actively investing in the process of developing them.

Research Paper

The authors of this paper argue that a social marketing strategy should not solely rely on social media because the majority of conversations about brands and advertisements actually take place offline.

Article

In order to understand the modern Singaporean, Ogilvy & Mather, aided by Flamingo International, started the Invisible Lives project.

Research Paper

As a 125 year-old brand, Coca-Cola needed to maintain and enhance its value as a cultural icon. The objective in Latin America was to refresh its identity as a synonym of happiness and optimism, in a world that might be lacking those values today.

Article

Is it possible that too much focus on 'measuring advertising performance' can have the paradoxical effect of reducing advertising performance? Can organisational demands for the appearance of rationality actually get in the way of creating more effective campaigns? In this speech, Oliver Feldwick, of The Red Brick Road, considers the relationship between creativity and rationality.

Article

In this presentation, Anthony Tasgall begs the question: do you want to measure or do you want to understand? He suggests that we have become prisoners of an "arithmocracy" - a system that privileges models and metrics over wisdom.

Research Paper

The presentation describes the process of integrating traditional pre-testing methods with neuroscientific ones, which are based on brain waves (EEG), skin conductance (SC) and eye-tracking (ET) measurements.

Article

Guilt has long been used by marketers as an emotional driver.

Article

This article argues that if global planning should start from the ground up, so should the measurement of its effectiveness.

Article

This presentation given by Dan Hagen, Head of Planning at Carat, at Warc's Datacentric conference in London, seeks to address the issues facing marketers managing multiple sources of data, integrating data into communications strategy.

Article

There are two important new themes that are beginning to influence how agencies plan and buy media. One is called 'real-time planning', the other is 'human experience planning'.