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Setting the strategy

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Article

This event report explores Cambridge Analytica's program of research, data analytics and digital marketing during the 2016 US Presidential election.

Article

This event report outlines how WWE, the wrestling group, is developing its content strategy across multiple channels.

Article

This event report addresses how Nescafé, the coffee brand, has sought to enhance its digital presence.

Article

This report explores how Intel, the technology company, implemented a new campaign to help reinvent its brand.

Article

This short article looks at Javier Sánchez Lamelas' 'MARTKeting', which explains why and how marketing works through a combination of research, theory and experience, and offers a framework for marketers to master their own strategy.

Article

This article outlines how electric vehicle brands such as Nissan and Toyota are raising the game in automotive advertising, using new technologies and innovative approaches.

News

LONDON: Supermarket promotions in the UK have fallen to their lowest level in 11 years as grocery retailers shifted temporary price reductions into permanent cuts among other tactics, a new report has revealed.

Opinion

"I wish I could be with you today, in the flesh as they say, but I'm in India. Ever been in India? Very hot.

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.

Article

This article explores the impact of the rise of private label brands on retailers and traditional consumer goods' manufacturers.

Opinion

Elasticity is the yin and yang that can unlock the potential of a brand. On the one hand, the more price inelastic your brand is, the greater the price premium you can charge.

Article

The article explores the astonishing rise of homegrown Indian FMCG giant, Patanjali Ayurved, and how the company is building an alternative, natural brand to multinational competitors - and winning.

Article

This event report looks at how brands prepare for technological and cultural change; the BBC, the UK's public broadcaster looks to its audience, while PepsiCo's fruit and veg division looks beyond juice toward health and wellbeing.

Article

In this article, the author argues that marketers should start with the desired customer experience, not with all the new technology available.

Article

This article identifies five rules for marketers to navigate the post-Trump and post-Brexit landscape and shows how they can change their own messages to succeed.

Article

In this article, the author argues that creativity should never be killed at birth, even if it often turns out to be a bad idea.

Article

This article explores how marketers should approach the challenge of pricing in 2017, as the weak pound begins to affect costs.

Article

This article uses an old video of David Ogilvy giving a talk about direct marketing to create a not-quite-Socratic dialogue about the way forward for brand advertising, and what it can learn from its direct-marketing cousins.

Article

This article proposes a set of core principles that will help advertisers as they create brand-aligned, differentiated and valuable native advertising experiences delivered programmatically - a task that brings ever greater responsibility to apply best practice and ensure a good value exchange.

Article

This article examines what marketers can learn from the principles of elasticity that govern much of a brand's potential - a less elastic brand can usually charge greater price premiums, making it a goal for marketers, but elasticity also helps brands drive line extensions.

Article

This article outlines some essential guidelines for marketers to ensure that programmatic reaches its full potential, by changing the way they plan, ensuring specialist teams are in place, and helping give the client sufficient understanding of the promises of the technology.

Article

This event report outlines how Verizon, the communications group, is building its content presence across multiple categories.

Article

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

Opinion

I'm writing this article as my company, Chapter, celebrates its second anniversary. We may be 0.0001% complete on our mission, but it feels a big milestone, as around one in two businesses fail during this time period.

Article

This article explains a renewed focus on customer experience (CX) in Australia, including the battle between ad agencies and consultancies to stamp their mark, challenges facing the sector, and how Telstra and NAB have integrated CX metrics into their businesses.