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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.

Article

This short article is an interview with Tom Brady, the NFL's VP for social media and emerging programming; he tells the ANA about social across all levels of the game, and how you can add value to social conversations, and how to handle negative stories.

Article

This article outlines a best practice guide for brand planning based upon interviews with CMOs.

Article

This event report outlines how GoDaddy, the domain-registrar and web-hosting firm, put personalisation at the heart of its marketing strategy.

Article

This event report discusses how Dos Equis, the beer brand, is moving on from its "Most Interesting Man in the World" program.

Article

This event report breaks down how Gatorade, the sports drink, effectively develops and measures its storytelling content.

Article

This report examines the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the Warc Prize for Asian Strategy 2015.

Article

This event report addresses how Dunkin' Donuts, the coffee and baked goods chain, has transformed its business and brand.

Article

This event report shows how McDonald’s USA, the quick-service restaurant chain, was inspired by insights drawn from Twitter to begin serving breakfast items all day.

Article

This event report outlines how Facebook designs products and services for mobile, and the lessons this can provide for other brands.