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Article

This article argues that, as most in the marketing industry are looking for the next big thing, they must learn to nurture and encourage creativity and innovation by going through a few simple steps.

Article

This paper outlines a process to help avoid making costly mistakes in giving feedback on creative advertising ideas.

Article

This article includes a short history of the brief and looks at how agencies can do better in the future.

Article

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

Article

This event report outlines the division between planners and creatives at ad agencies, and offers tips on how these very different teams can be brought together.

Article

This article examines the four main stumbling blocks to programmatic creative.

Article

This event report covers JWT New York's efforts to fuse creativity, data and technology in new ways.

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 marketers should replace traditional processes with prototyping to speed up marketing and become 'agile'.

Article

This article explores the relationship between big data and creative thinking, and argues that when used well data can add to the creative process, but used badly it stifles creativity.

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 argues that agencies struggle to sell creative ideas because clients want and expect bland, regular advertising.

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.

Article

This event report explains how Nokia, the mobile phone company, is partnering with creative agencies to 'crowdsource' content from creative people.

Article

This article discusses how social media briefs lead to social media strategies, arguing that a deeper analysis of the brief will lead to a better strategy.

Research Paper

Creativity in advertising is a balancing act. Marketers say they want greater creativity, yet their agencies feel that these clients reject cutting-edge work and fail to adopt risky campaigns.

Article

This Warc Best Practice paper discusses how agencies can encourage clients to take ownership and engage in the creative process earlier through effective "tissue" meetings.

Article

There are too many over-familiar words littering strategy documents and creative briefs and most people in the industry are guilty of defaulting to tired adjectives to describe their brands' personalities.

Article

A myth prevails among brand owners that to appeal to certain people, an ad should feature people just like them.

Article

In their regular column, Les Binet and Sarah Carter of DDB expose the myth behind a commonly held tenet of marketing wisdom.

Article

This article summarises "Future Minds" by Richard Warson, who posits that digital addiction and disruptive work environments are making us unable to think properly.

Article

Rory Sutherland marvels at individuals who prove to be very good at more than one thing, such as Eric Maschwitz, who became head of light entertainment at the BBC years after penning classics such as These Foolish Things.

Article

Developing the communications strategy, defining its role in addressing the brand's problem, and transcribing it into a brief for the creative team, is the pivotal stage when the agency starts to add value.

Article

The most radical changes in planning will come from outside current mainstream thinking. Digital media and behavioural targeting will offer a quantum leap in effectiveness with mass adoption of GPS phones.

Article

Although being “creative” is unquestionably a good thing, the concept is vague and ill-defined and usually only refers to those who write or draw.