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Strategy development

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Article

Offers four rules to help your brand become associated with a category or need state and succeed in an age when machines, such as Alexa, are making purchase decisions.

News

SINGAPORE: Uber is learning from its stunt marketing flops in Asia as it evolves to a more purpose-driven approach, according to a senior executive at the ride hailing company.

Article

The ride-hailing app Uber has evolved from stunt-based marketing – including public failures which damaged the brand in Asia – to a content-driven strategy with brand purpose at the core.

News

LONDON: Big data is the driving force behind modern marketing, but it can seem overwhelming at times, so marketers should adopt six key steps to help them make the most of the mass of information, according to a leading digital specialist.

Article

This article looks at how marketers can use big data and data-driven marketing to build a data strategy.

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

This interview examines the success of the Art Fund non-profit’s Art Pass campaign in the UK.

Article

Ethiopia-based multimedia brand Yegna was at the centre of a media storm after criticism from UK tabloids, but despite the noise, the band, talk-show, and drama has the ambitious aim of changing the way girls in the East African country think of themselves.

News

NASHVILLE: Planners must effectively employ the “products” of their trade to deliver impactful results, according to Faris Yakob, co-founder of consultancy Genius/Steals.

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 looks at how brand owner concerns over brand fragmentation and the complexity of the channel landscape can be overcome by putting consumer experience planning at the heart of marketing through a multi-disciplinary, cross-agency approach.

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.

Article

This event report provides tips from senior marketers on how to make people feel more secure about a brand without losing excitement and innovation.

News

SYDNEY: Goodman Fielder, the owner of 33 well-known food brands in Australia and New Zealand, is re-orienting its marketing in response to ever-faster consumer cycles, according to a senior marketer at the company.

Article

This article outlines the principles behind innovation at Goodman Fielder, which owns 33 well-known brands in the bread, dairy, poultry and grocery categories across Australia and New Zealand.

Opinion

What skills does the planner of the future need to have? A tough question for today’s agencies, in which the traditional brand planner often needs to share room at the (client’s) table with CRM strategists, social strategists, content strategists and all the rest of the roles that have popped up over the years.

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 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.

News

MUMBAI: Senior figures in India's advertising sector noted a big hit to spending after the country's controversial demonetization initiative, but are optimistic consumer spending will bounce back in 2017.

Article

This article argues that planning, creating, distributing and optimising valuable content can drive brand awareness, spark lead generation and deliver business value.

Article

This webinar explores the changes facing brand planning and argues that, to be effective today, brand strategy needs to be understood as an ongoing organizational process, rather than a fixed agenda with pre-established goals.

Article

This event report looks at the digital strategies of Reckitt Benckiser, the pharma/toiletries giant, with two of its key brands - Durex and Dettol - and how marketing activity revolves around the brand mission: 'healthier lives and happier homes'.

Article

This article describes best practices from Coca-Cola on how to design a successful content strategy and stay relevant in consumers' lives.