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Opinion •
Ken Auletta has put the advertising industry in the crosshairs in his new book. At the 4A’s (American Association of Advertising Agencies) 2018 Accelerate Conference, The New Yorker journalist was tackled by Bill Koenigsberg, president/CEO of Horizon Media.
News •
TOKYO: Agencies in Japan are reinterpreting the meaning of creativity away from posters and films, and establishing consulting units as Dentsu and Hakuhodo formalise diverse forms of creativity.
Gunn Report •
The Gunn Media 100 is an annual ranking of the world’s most awarded advertising and marketing campaigns in media competitions around the world, and the companies that created them.
Article •
Consultancies are encroaching on the turf traditionally occupied by agencies but they’re not necessarily going to be pitching for creative work.
Article •
Consumers today have become accustomed to finding what they want quickly, having their queries responded to in real time, the overnight delivery of purchases and the positives of personalisation.
Article •
Looks at how new technologies are affecting the healthcare profession and suggests ways that health data can be used to change consumer behaviour.
Opinion •
Customer experience and/or experience design have emerged as a discipline that many agencies, especially digital ones, are moving to offer but, Faris Yakob warns, experience cannot entirely replace brand communications.
Opinion •
Experience is the battleground for brands today, says Mark Sherwin of Accenture Interactive, with c onsumers and business buyers able to pick and choose more freely than ever.
News •
NEW YORK: Audience size, consumer commitment to content and consumer perceptions of content quality are the three key drivers of multiplatform television advertising ROI, according to a new study.
News •
THE VATICAN: The Holy See’s communications secretariat has appointed Accenture Interactive to unify its communications strategy, as part of Pope Francis’ reforms of the Catholic Church, under a new digital entity: Vatican News.
Article •
The growth of the internet and the convergence of IT and advertising will slowly lead to marketing being conducted on small set of dominant design platforms.
News •
GLOBAL: Senior executives from US Bank, Northwell Health and Campari are among the judges being announced today for the Effective Innovation category in the 2018 Warc Awards initiative, a global search for next-generation marketing effectiveness.
News •
NEW YORK: A significant proportion of consumers are open to brands that use intelligent technology to personalise experiences, but establishing digital trust is crucial if consumers are to be won over, a new survey has found.
Article •
Lying at the intersection of conventional marketing and tech, customer experience will be a priority for many brands in 2018.
Article •
WARC's Toolkit 2018 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.
Article •
Provides marketers with advice and best practices for successful B-to-B e-commerce in addition to exploring its increasing growth.
Opinion •
Mike Teasdale offers up his Christmas wish list for the industry, which includes taking the management consultancy threat more seriously, using the blend of creative and data to generate transformative work, agency leaders doing more for diversity and advertising becoming an interrupter once again.
Article •
Pharmaceutical marketers often lag behind in the world of content marketing, and are missing out on valuable opportunities as a result.
News •
LONDON: Accenture’s acquisition of Karmarama in November last year sparked a flurry of debate about the role of consultancies in the marketing sector, but the chairman of the creative agency has “definitely no regrets” about the ...
Opinion •
Studies suggest that likability is the key driver of advertising efficacy, outperforming all other measures as a predictive metric, so, argues Faris Yakob, why don’t more brands aim for being liked – a much more realistic goal than being loved.
Opinion •
Mike Teasdale warns network ad agencies that they should focus on how to use data to help their clients achieve a consistently connected brand experience or risk being run over by the management consultancy juggernaut.
News •
NEW YORK: More US consumers plan to shop online this year, but that won’t necessarily extend to Black Friday or other traditional holiday shopping events, a new survey has revealed.
Case Study •
Movistar, a telecommunications brand in Spain, collaborated with Accenture Interactive and Fjord to develop a new app and control the functions of its Wi-Fi routers.
Case Study •
Meliá, the leading hotel company in Spain, launched a digital program to increase sales growth in direct channels.
Case Study •
This case study explains how Accenture Interactive, a customer experience brand, helped Avianca, the national Colombian airline, enhance relations with clients by creating a chatbot, Carla.