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News

ORLANDO, FL: The Campbell Soup Co. is leveraging cutting-edge technology to provide a new service, called Habit, that uses a consumer’s DNA to provide tailored food suggestions.

Article

The Campbell Soup Company, the food group, is aiming to keep pace with changing consumer needs by launching an innovative new health-and-wellness product.

News

SINGAPORE: Brands in Asia need to continually evolve in order to keep up with digitally savvy consumers in an increasingly connected region, according to an industry figure.

News

LONDON: To design a chatbot, global snacking giant Mondelez had to rethink its approach to investing in innovation, by moving away from long-term investment in one ‘silver bullet’ idea, toward smaller pots of funding and a ...

Article

Failure is too often a dirty word, especially for big brands; but it needn’t be toxic, argued a representative of international snacking giant Mondelez, because it is a brilliant opportunity to learn.

News

COLOGNE: Agencies are having to reinvent themselves since the skills they sold as unique become commoditised and consumers no longer respond to commercial messages as they once did.

Article

This article examines three paths for B2B companies to take if they want to adapt to the digital age.

Article

Agencies are having to rethink how they work if they are to be successful in a world where disruption is the name of the game.

Research Paper

This paper explains how easyJet, the European low-cost airline, maximised insight value by adopting LEAN methods within the brand and its extended team of partner agencies.

News

TOKYO: Coca-Cola collaborated with a UK tech startup to gain more effective research findings, but the brand’s agile consumer insight collaboration offers other brands a model for early stage investment outside of their typical remits.

Article

This article suggests that advertising agencies should focus on attracting small enterprises and personal brands to increase growth.

News

LONDON: Weetabix, the breakfast cereal, believes that its management structure and workplace culture is central to its ability to successfully respond to the UK’s changing breakfast habits.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

Article

This article summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).

Article

This event report provides an insight into the best practices pursued by creative companies, based on research from McKinsey, the management consultancy.

News

LONDON: A rapidly evolving media ecosystem has now reached "peak complexity" and CMOs' priorities have shifted accordingly, with control over customer strategy and data, organisational integration, and brand safety the focus for 2020, according to ...

Article

This article outlines the steps brands should follow to develop a successful in-house agency, taking as an example the BBC's in-house creative agency, which was set up to co-create compelling creative work to maximise the BBC's relationship with its audiences.

Research Paper

This paper explains how a streamlined innovation process helped Unilever get ideas to market in China in a shorter timeframe than traditional approaches.

Article

This article examines how agencies seem to be in a race to the bottom, to provide services at ever lower price points - without, they promise, compromising on any of the other aspects of quality or speed.

Article

This article explains how brands can tie digital measurement to direct business outcomes using a 'start-up' growth philosophy.

Article

This article discusses how successful challenger brands use smart investments to better understand their customers' needs.

News

Brands need to possess agility in order to cope with a fast-changing marketing landscape, and the most-read article on the subject on Warc in 2016 explained how agility in planning and execution is making marketing strategy more dynamic.

Research Paper

This event report outlines the main challenges facing brands and agencies when it comes to tapping new marketing technologies, based on a survey of executives conducted by Ipsos.

Research Paper

This paper examines how ING Bank in Poland built an internet banking system based on customers' needs, through a 'User Centered Design' methodology.

Article

This event report addresses how Johnson & Johnson is seeking to transform the marketing efforts for its consumer-facing brands.