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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.

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.

Article

This event report outlines how Facebook, the social networking giant, seeks to advance its own goals and the objectives of marketers.

Article

This article looks at the different methodologies that can be used to employ agile marketing and how it can be used effectively.

Article

This event report addresses how Colgate-Palmolive, the fast moving consumer goods group, has transformed its approach to marketing.

Research Paper

This paper details a study by Campbell, the food manufacturer best known for its soup, that aimed to solve the problem in product innovation and marketing of how to accurately and quickly translate a brand's promise through a product concept into a product specification.

Research Paper

This paper argues that market research on both the agency and client side needs to adopt agile project management principles in order to enable true customer centricity and a more flexible and future-proof approach.

Article

This event report outlines how PepsiCo, the food and beverage group, has enhanced its in-house capabilities to create content with the formation of the "Creators League".

Research Paper

This article describes how client and agency relationships have been transformed over recent decades and predicts how they will continue to change in the future.

Research Paper

This article outlines the benefits of agile research, compared to the never-ending frustrations of continuing with things the way they are.

Article

This event report outlines how Dell, the technology company, has successfully implemented agile marketing techniques in its B2B operations.

Article

This article argues that the current structuring of agencies is not conducive to content-creation, and recommends a greater fluidity in order to become more responsive.