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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.

Article

This event report provides tips from senior marketers on how to attract and maintain consumers' attention on your brand.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

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 article provides marketers with information about how to balance long-term and short-term strategies.

Article

This article considers how the long-term effects of public sector marketing can effectively be multiplied through the use of key partnerships with the stakeholders themselves, as they hold crucial knowledge of the subject matter, as well as through endorsement.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

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 short article looks at John Griffiths' and Tracey Follows' '98% Pure Potato' which explains the origins of advertising account planning, from its early beginnings in the 1960s in the UK, and goes on to examine its present and future.

Opinion

Planning in the creative space has a long history – and its one we should revisit. In 1964, Stephen King, dissatisfied with the workings of both the media and marketing departments within his agency, developed a new system of working which concentrated on combining consumer research and insights to create more effective, creative advertising.

Opinion

This is a guest post from Dom Boyd, Chair of the Account Planning Group (APG). There are many reasons for strategists to start 2017 full of excitement and optimism .

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.

Case Study

This case study shows how the Australian Department for Social Services increased awareness and drove action among citizens by demonstrating how verbal disrespect toward women was intimately linked to domestic violence.

Article

This article explores the demographic, socioeconomic, technological and attitudinal shifts that are fundamentally changing the nature of parenthood.

Article

This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.

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

In this article, Paul Feldwick, former planner at BMP/DDB, discusses what the legacy of the 'planning revolution' is today and what aspect of it, if any, has value for the future.

Article

This article argues that strategists must be business-literate, connecting communication skills with the entrepreneurial nous that defined the discipline of planning.

Article

This essay explores agencies' value to boardrooms, considering what they need to change in order to remain relevant and prepared to face business problems.

Article

This event report discusses trends around brand purpose and provides examples of purpose-driven brands that have seen positive business results.

Article

This article provides best practices for developing a content strategy on the most visited online video platform in the world, allowing brands to engage a different culture from the mainstream and find a place in the 'everything channel'.

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.

News

LONDON: Campaigns from brands such as Coca-Cola, Dell, HBO, KFC and MasterCard have been shortlisted for the 2016 Warc Prize for Social Strategy which highlights the best examples of social ideas that drive business results.

Article

This event report looks at the implications of the growth of the virtual world and the ways in which it may be reshaping consumers’ brains.

News

LONDON: Far from taking their jobs, the rise of machine learning and associated tools and techniques should put agency-side strategists in a position to do their jobs more effectively.