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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.

Opinion

The advertising industry, and its awards, celebrates only success - forgetting the failures from which we could all learn important lessons, argues Gareth Kay.

Article

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

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 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.

Article

This webinar explores how to craft an award-winning creative strategy, with case studies illustrating how an idea can be made compelling.

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 describes how Sportsbet, an online bookmaker, highlighted its responsibility as a business by helping ensure responsible gambling in the Australian market.

Case Study

This case study describes how Aldi, the German discount supermarket, 'rewrote' the Australian Christmas rulebook by moving beyond the festive association and demonstrating that there was no such thing as a 'typical' Christmas.

Case Study

This case study describes how BankSA, an Australian financial services provider, brought the brand's heritage together with the pride of South Australia.

Case Study

This case study details how Weight Watchers, a weight loss assistance company, reversed category decline in the Australian market.

Case Study

This case study describes how the Art Gallery of New South Wales, Sydney's premier art gallery, promoted its 'Greats' exhibition by targeting 'Culture Casuals' and the group's engagement with the artisan movement in Australia.

Case Study

This case study details how Toyota, a car manufacturer, reinvigorated its RAV4 compact SUV brand in the Australian market.

Case Study

This case study details how Officeworks, an office supplies company, increased sales during the back to school period in the Australian market.

Case Study

This case study describes how Nutri-Grain, an iconic brand in Australia, was losing sales, becoming irrelevant; new thinking on teens revealed the need to 'fuel an unstoppable life'.

Case Study

This case study describes how Lexus, the Japanese car manufacturer, created a purpose for its brand in the Australian mind: to prove the connection between a driver and a Lexus.

Case Study

This case study details how The Young Men's Project, a project to address suicide in young men, inspired Australian men to talk about mental health.

Case Study

This case study describes how St George, an Australian bank, convinced millennials to open a transaction account with it.

Case Study

This case study describes how Aldi, the German discount supermarket, used the 'Supermarket Switch Challenge' on Australians, embracing hate to convert thousands of shoppers.

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.

Case Study

This case study details how the New South Wales Rural Fire Service (NSW RFS) increased awareness of the risk of bushfires in Australia.

Case Study

This case study details how NRMA Insurance, an Australian insurer, reframed the value of what an insurance brand can offer and found a core purpose: making the world a safer place.

Case Study

This case study describes how Samsung, an electronics and technology manufacturer, sponsored Netball to drive brand engagement in Australia.