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Focusing marketing strategy, structure, and capabilities for 21st-century growth
This article indicates some of the many areas in which companies will need to develop in the next few years to be successful marketing organisations of the future. It also discusses the results of Marketing 2020, a global survey of industry executives conducted by the ANA.
How to make a strong business case for marketing
Why the approval of any significant marketing initiative is dependent upon a compelling business case.
The seven P's of marketing
This article updates McCarthy's famous 4P's for the digital world, reflecting the changing role of marketing.
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How Coca-Cola manages global marketing
The beverage giant's approach to international marketing and brand management.
Emojis: Pepsi's new weapon in the cola wars
This event report covers Pepsi's emoji-led marketing campaign, where these images will be added to product packaging and employed in various marketing contexts in more than 100 countries.
How agencies can solve their 'Google problem'
This event report describes the issues of "brain drain" as ad agencies increasingly lose out on talent to tech companies.
How the Football Association is managing change
This event report examines changes that are being imposed at the FA, England's Football Association, and what other organisations can learn from them.
Three views on advertising regulation
This event report looks at the talking points from the Advertising Association's LEAD 2016 event, examining three key subjects for advertisers right now.
Q&A: Ikea's Alia Kemet on cross-media strategy
This article relates an interview with IKEA's director for media (US), Alia Kemet, who rejects the idea of siloing media in favour of a total space for consumer engagement.
Room to grow: How culture is critical to building an adaptable team
This article argues that an organisation can never fully prepare for fast-changing market factors, and that only a culture set firmly in place can allow for agile reactions to real time forces.
Speed Read: The Rise of the Platform Marketer
This speed read summarises the book 'The Rise of the Platform Marketer' by Craig Dempster and John Lee, which explains how marketers can leverage the 'always on' consumer to deliver more personalised engagements across media, channels and devices.
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