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News

LONDON: There are various types of strategy, with a plethora of prefixes – business, marketing, brand, advertising – to further muddy the waters, but, says an industry expert, you will generally have one brand strategy and you can have ...

Article

This paper advises on how to develop a communications strategy and outlines the skills that need to be employed in strategic thinking for anyone in an account planning role.

Article

In this webinar Faris Yakob, Co-Founder of Genius/Steals and Author of Paid Attention, discusses how individual and agency biases operate, how to spot them, and work with or around them.

Article

This article argues that planners must develop a granular understanding of the “products” of their craft in order to deliver effective work.

Article

This article outlines the importance of process to planners, and is based on the views of Faris Yakob, a co-founder of consultancy Genius/Steals.

News

NASHVILLE, TN: Planners must ensure their work is supported by a clear underlying philosophy, according to Faris Yakob, the co-founder of consultancy Genius/Steals.

Article

This article addresses the importance of philosophy for planners, based on the insights of Faris Yakob, the co-founder of consultancy Genius/Steals.

Article

In this webinar, Faris Yakob discusses agency planning tools and processes and an approach to integrated planning.

News

GLOBAL: Developing the communications strategy, defining its role in addressing the brand's problem, and transcribing it into a brief for the creative department, are key ways in which an agency adds value, two industry figures say.

Article

This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.

Article

This webinar replays WARC's session on "the Future of Strategy" at the Cannes Lions festival this year.

News

CANNES: Planners have skillsets that consultants do not and therein lies the best hope for agencies facing the encroachment onto their territory of the big management consultant practices.

Article

This event report explores the views of four strategic leaders from across the world as they offer insights on the future of strategy.

News

GLOBAL: Agency planners are generally gaining influence within the marketing industry, but they are also facing threats ranging from cost-cutting clients to the fragmentation of the strategic role, according to WARC's new Future of Strategy report.

Article

This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.

Article

This article explains how marketers can guide brand owners through the prevalent paradoxes of the industry by adopting a paradigm that moves towards a both/and framework.

Opinion

How do you craft an award winning creative strategy? At WARC we had the privilege of hearing directly from Dom Boyd (Group Head of Strategy, adam&eveDDB and chair of the APG Creative Strategy Awards) and Craig Mawdsley (Joint Chief Strategy Officer, AMV BBDO) who shared their valuable perspective on what makes an award winning entry.

News

LONDON: Some 15 campaigns from last year have been recognised for their creativity and effectiveness in the latest industry study from the Gunn Report.

Article

This short article looks at John Griffiths' and Tracey Follows' '98% Pure Potato' which explains the origins of advertising account planning, from its early beginnings in the 1960s in the UK, and goes on to examine its present and future.

Article

This webinar explores how to craft an award-winning creative strategy, with case studies illustrating how an idea can be made compelling.

Article

This article looks at the problems arising when the advertising industry tries to "no longer waste half of the money spent" by creating targeting efficiencies.

News

Even before Accenture's recent purchase of Karmarama, the growing role of management consultants in supplying the sort of strategic help to companies and brands that might once have been the preserve of agency planners was a hot topic on Warc.

Opinion

The marketing industry recently received some sobering news. A  study commissioned by Thinkbox reported a significant disconnect between people working in the industry, and those with whom they are communicating.

Article

This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.

Article

In this article, Paul Feldwick, former planner at BMP/DDB, discusses what the legacy of the 'planning revolution' is today and what aspect of it, if any, has value for the future.