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News

GLOBAL: Clients need to commit time, effort and forethought to defining the parameters of what they want their agencies to achieve, an industry figure has argued in a Warc Best Practice paper.

News

LONDON: Careful pre-planning, storytelling and collaboration with other agencies are all key ways of winning effectiveness and strategy awards, a panel of experts have said at a Warc event.

News

LONDON: Too many customer insight managers are still data gatherers, rather than knowledge-appliers, according to an industry figure.

Article

This short article lists the books that influenced Richard Temple, board director at John Ayling & Associates.

Opinion

WARC from Home is a new series to help subscribers to brush up on the essentials of marketing during the COVID-19 lockdown. Find all WARC from Home content here .

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 short article considers the Cannes Lions festival, and whether it is still worth holding, concluding that it is, as it brings together the broadest themes in the industry.

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.

News

LONDON: With the media landscape becoming ever more complex, brands face difficult choices over whether to go in-house or continue to rely on outside agencies.

News

GLOBAL: Developing the communications strategy, defining its role in addressing the brand's problem, and transcribing it into a brief for the creative department, are key ways in which an agency adds value, two industry figures say.

Article

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

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 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

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

Merry Baskin of Baskin Shark gave this presentation at Warc's Advertising Research conference covering research and the step-by-step model, how communications actually work, the rational respondent versus the emotional consumer, researching the emotional response and what we should be doing, and getting a ROI on your research budget.

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

Red Bull, the global drinks brand, undertook a behavioural study to uncover a need-state based segmentation of its audience in order to aid retail partners.

News

LONDON: Careful segmentation of audiences can not only improve the allocation of marketing resources but help build longer and stronger relationships with customers.

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 ma

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

Merry Baskin introduces her article by reviewing the work of the account planner since the early 1980s when it was still a novelty.

Article

This article argues that though big data has become increasingly important and available, it is meaningless without applying human understanding.

Article

This article suggests that planners are overwhelmed by information and need to take measures to help them focus on the most valuable sources.

Article

This article argues that modern account planners typically lack the necessary reading and research skills to fulfil their roles to maximum effect.