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

Article

This article contends that in a wave of tech and media upheaval, short termism and shifting sands, planners should not waver from the fundamentally empathetic human-behaviour focus of the discipline.

Article

This article describes the best practices and principles to keep in mind when marketing to men, a group changed by recent history; ideas of masculinity and roles in society have changed - marketing must change also.

Article

This article, taken from the Warc Toolkit 2016 report, looks at the proliferation of online video formats.

Article

This article, taken from the Warc Toolkit 2016 report, looks at the fusion of data and creativity.

Research Paper

Integrated marketing communications (IMC) is accepted widely as a multi-stakeholder strategic business process for brand communications.

Article

This report analyses trends in the winning case studies of the Warc Prize for Innovation and draws out lessons for marketers to develop their own innovative marketing campaigns.

Research Paper

For reasons primarily associated with the reliability of the data it generates, the timeliness with which it can be produced (and hence its relevance) and its limitations in handling context-sensitive issues, market research in emerging markets that relies too heavily on quantitative methodologies has considerable limitations.

Article

This article proposes nine methods marketers can use to grab the attention of young people, who are harder to interest as they are used to multitasking and are easily distracted - partly due to patterns of technology use.

Article

This article offers guidance on planning as a job role via a selection of papers that cover the basic principles of planning and definitions of great planning practice.

Article

This article looks at the nuts and bolts of bringing a marketing strategy to life - how to write a creative brief, and how to brief it successfully.

Article

This article explores the different ways out of home media can be used as part of the marketing mix, and explains how digital is improving its effectiveness and changing how it can be used.

Article

This is the summary version of Warc's Toolkit 2015 which highlights six key areas that will affect marketers in 2015 and how they should respond, with chapters including:

Article

This article, taken from the Warc Toolkit 2015, explores issues around tech-driven business agility and how this may conflict with longer-term thinking.

Article

This Warc Trends Report analyses case studies that represent the best in social media strategy and draws lessons from them for other brands to follow.

News

LONDON: The Admap Prize 2014 has been won by Megan Averell for her essay titled 'The Age of Less'. Averell, who has previously held account planning/strategy roles with leading agencies in the US, is currently an account director at GALKAL, an ...

Research Paper

Creativity in advertising is a balancing act. Marketers say they want greater creativity, yet their agencies feel that these clients reject cutting-edge work and fail to adopt risky campaigns.

Article

This full version of the 'Seriously Social" Warc Trends Report (also available in summary form) identifies and explores effectiveness trends across approximately 800 recent case studies on Warc that contained a social media element.

Article

This summary version of the 'Seriously Social' Warc Trends Report (also available in its full version) provides an overview of key findings from a study of almost 800 award-winning cases on Warc that included a social media element.

Article

Warc's 2012 Toolkit is a guide to new ideas and best practice in marketing from around the world, based on analysis of key papers and case studies by Warc's editors.

Article

This paper discusses advertising to men and the male audience. The following points are highlighted: there is little published data on understanding the male market, men and women have statistically different cognitive styles, men absorb ads differently and men approach shopping in a distinctive way.

Research Paper

Account planning is recognised as a best practice in British and American advertising. Despite reports of its global growth, information on its use around the world is limited.

Article

New Models of Marketing Effectiveness analyses the database of entries from the IPA Effectiveness Awards in order to assess the effectiveness of traditional integration, and the question of whether the looser, more conceptual approaches can deliver better business results.