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Article

Brief writing is a core discipline that obliges the author to specify exactly what is required and expected in a compelling way, and affords a reference point against which to judge any outcome.

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 article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.

Article

This paper discusses how best to manage agencies from a client's point of view; including an overview of relationship models, and recommendations on effectively managing outsourced communications.

Article

Insight is not synonymous with market research, but too many Customer Insight Managers (the Market Research Executive rebranded) are still only data gatherers.

Article

This paper provides an overview of segmentation and the way in which it is used to identify groups of potential customers who are clustered around common, identifiable traits, and to understand how they may best be reached and how they will respond to different messages and appeals.

Article

This paper outlines a process to help avoid making costly mistakes in giving feedback on creative advertising ideas.

Article

This article analyses what brand models are for, examines different types and provides a checklist of how to use them.

Article

The issue of paying agencies and agency remuneration has always been beset by difficulties. In this Best Practice article, Merry Baskin looks at the different ways to remunerate agencies beyond traditional and historic models of agency compensation.

Article

Laxity about the definitions we use is rife, such as the conflation of Media Neutral Planning (MNP), Communications Planning (CP) and Integrated Planning (IP).

Article

Having a successful global brand remains the Holy Grail of most major corporations, but global planning has evolved into a rather fuzzy discipline, open to all sorts of different interpretations and practices.

Article

Poor focus group technique has undermined the usefulness of a potentially valuable research tool - particularly abuses of two-way mirrors.

Article

The global 'superbrand', generating cost efficiencies from economies of scale, is the Holy Grail of most corporations.

Article

Online has transformed market research. About 90% of UK panels take place online and marketers use social networks as research channels.

Article

Brand messages are no longer received passively by consumers. It's a world of contact, content, interaction and influence, over which the consumer has much control.

Article

New business pitches fell by over 20% in 2009, so agencies need to be competitive. Listen carefully to decipher what the client really wants/needs, and be prepared to distil vast amounts of information into a compelling idea.

Article

The pressure to measure effectiveness has risen with the increasing influence of client procurement departments and the global recession.

Article

Creative development research’s role is to make brands’ communication ideas more effective. There are five areas to consider when embarking upon creative development research: what are your expectations from the study? Who is the client? What method is best? And who are you going to hire? While many things in media and marketing comms have changed, the key tenets of creative development research are as valid as ever, though some techniques used in groups have changed.

Article

This Warc Best Practice paper discusses how agencies can encourage clients to take ownership and engage in the creative process earlier through effective "tissue" meetings.

Article

Focussing on the UK this article discusses digital media planning and gives tips for developing a successful digital campaign.

Article

This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.

Article

This article provides guidelines for developing digital strategy within agencies, and the business opportunities this unlocks.

Article

Analysis of over 8,000 client-agency relationships has shown that agency performance is highly dependent on client performance.