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Case Study

Metfriendly is a niche financial organisation that provides tailored financial products to the Metropolitan Police in London and faces competition from new entrants and well-established global retail banks.

News

THE VATICAN: The Holy See’s communications secretariat has appointed Accenture Interactive to unify its communications strategy, as part of Pope Francis’ reforms of the Catholic Church, under a new digital entity: Vatican News.

Article

Through a genetic study uncovering the science behind love or hate for its product, UK brand Marmite launched a PR-heavy campaign that once again played on its "You either love it or hate it" message in a fresh way.

News

LONDON: As marketers come under constant pressure to deliver ROI while doing “more with less”, a leading brand strategy consultant has outlined four ways by which this can be achieved.

Article

As marketers come under constant pressure to deliver ROI while doing "more with less", they can find efficiencies by adopting strategies that have proven successful for a number of start-ups.
Countdown Clock
Just 41 days left to enter the WARC Prize for MENA Strategy

News

SINGAPORE: Thinking outside traditional category norms and being where other competitors aren’t can put a brand at an instant advantage, according to analysis of more than 180 Asian campaigns.

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

Six key steps to help marketers navigate the volume and complexity provided by big data and glean meaningful insights.

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.