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Article

To celebrate the 50th anniversary of the birth of account planning, two industry veterans recall their time at two of the most influential advertising agencies in shaping the discipline – JWT and BMP.

Article

Everything is connected and, increasingly, things are delivered as part of an experience vs. a communication so, in order to evolve, planning needs to understand those connections and find the best way to build brands through and within them.

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Planners were the first in the ad industry to take notice of “digital” as an opportunity and were the quickest to blog, to Flickr and to tweet, but to survive, planners must move beyond simply being authors and become doers as well.

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Digital marketing has democratised the world for the 99.9% of businesses that don’t have the money for TV, but in this universe of performance marketing, there is still an urgent need for strategic thinkers.

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In the 50th year since the birth of account planning, Admap examines the state of play in planning in today’s marketing world with a series of papers that aim to answer the question: what is the future role of planning and planners?

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With so many questionable and confusing metrics surrounding digital data, there is an even greater need to find the truth in data, and planners as a team can play a critical role in achieving this, through a holistic ‘total planning’ approach.

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Changes in clients’ structure and in-house functions have transformed the relationship between client and agency planner.

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The contribution that planning can, and should, make to businesses and organisations today has never been greater, but the chances are that businesses will now turn to management consultants such as KPMG, PwC or McKinsey, instead of getting the planner, or even an agency, in.

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Uses various data sources to reveal search advertising’s trajectory for 2018.

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It appears that many clients are not taking creative agency planning capabilities as seriously as they are the rise of data and digital services, even though a recent IPA report underscored the value that clients place on optimisation and measurement, revealing that a huge value is placed on strategy.

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Planning was designed for the 20th-century business model, forged as a brand-centric discipline to serve mass-market products, but 21st-century business models are different.

Article

As big advertisers bring more activities in-house, agencies are in danger of becoming arms-length ‘vendors’, focused on a narrow set of activities, with their income mandated by procurement functions, so where are the big brand ideas going to come from that support the old mass marketing model, and will planning be involved?

Article

The rise of digital has, to some extent, changed the long-term requirements of the planning process, with digital native brands, such as Airbnb, disrupting every category.

Article

Core to any start-up or scale-up is a fast and frantic development roadmap, a meritocratic culture where the only thing that matters is what you can do, and a big vision that has already been sold to an investor, which needs to be quickly realised.

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Reveals the books that influenced Rob Smith, chief client officer of McCann Worldgroup UK.

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For planning to survive commercially in our new cultural reality, it needs to detach itself from outdated advertising agency structures and work in a new way that is faster, flatter and more flexible than before, this paper claims.

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Today, the dominant machinery for building brands is technology, so how can planners adapt in the same way that they redirected their skills from broadcast to digital?

Article

In recent years, understanding the impact of social media to build a brand in the long term hasn’t been a focus, with marketers preferring to evaluate the short-term impact of ad campaigns run on social media channels.

Article

Media partnerships can be an attractive proposition for brand owners and their agencies, especially where there is a desire to stand out among advertising clutter, to solve problems that advertising alone cannot, or to create content that consumers would actively seek to consume.

Article

In an age where advertising is engaged with more personally, on the move and on different devices, context has become of paramount importance.

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Most of the recent emphasis on context has related to brand content not being placed in unsavoury juxtapositions, programmatic advertising ending up on fringe sites, or decisions about whether to advertise in a medium such as Facebook, following negative publicity relating to its use of data.

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Many marketers nowadays are more concerned about targeting the right audience rather than placing ads in the right context, believing it doesn't really matter where the ads are seen as long as the right people see them.

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Emotions are a physiological response to something we experience or anticipate and our brain continuously tries to make predictions about the world around us in order to survive.

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Media consumption patterns have changed enormously over the past few decades, with recent IPA Touchpoint research revealing that, in the UK, nearly all adults consume two or more different types of media in the space of 30 minutes.

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Despite technology enabling campaigns to be more tightly targeted than ever, campaign effectiveness is falling and people don’t seem to be as enamoured with advertising as they used to be.