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Theories & ideas of communications

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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 article examines what brands must understand about how well advertising claims coexist with consumers’ underlying associations in order to produce effective creative that is believable and relevant.

Article

This article looks at why Super Bowl ads are beneficial to brands outside of the US and how they can successfully get involved whilst maintaining relevance and lowering costs.

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 webinar replays WARC's session: "Is the creative industry losing its ability to sell stuff?" at the Cannes Lions festival this year.

Opinion

Malcolm White wonders how more communication went from being the force for good that would bring humanity together, to being something altogether more divisive.

Article

This article examines how brands can create communications earlier in the purchase journey - before the competitive active stage - by using data signals to identify the pre-triggers for purchase, illustrated by case studies from the banking and finance sectors.

News

SYDNEY: Australian financial brands should "connect at a human level" in a time of heightened financial anxiety, according to a senior marketer at NAB, a 'big four' Australian bank.

Article

This article examines how Shire, a pharmaceuticals company, bucked the trend in Direct-to-Consumer (DTC) advertising with a playful TV spot for its Xiidra drug.

Article

This article argues that marketers should beware using personalisation as they may alienate customers by trying to get too close.

Article

This article looks at the use of stories in advertising and their value in building brands and driving sales.

Article

This article looks at what won't change in the near future and how these constants should influence a company's marketing strategy.

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.

Opinion

When Alex Bogusky was creative director of the agency that bears his name, he insisted on being read the press release before seeing the creative work.

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.