Article
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Joseph Clift, Event Reports, APG Thinking Around Corners, July 2017
This event report provides tips from senior marketers on how to attract and maintain consumers' attention on your brand.
Research Paper
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Huw O'Connor, Mark Kilgour, Scott Koslow and Sheila Sasser, Journal of Advertising Research, Digital First, March 2017
There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.
Article
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Merry Baskin and Kate Waters, WARC Best Practice, August 2017, pp. 36-37
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
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Joseph Clift, WARC Exclusive, July 2017
This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.
Article
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Gareth Price, Admap, Commended, Admap Prize 2017
This article draws upon the teachings of the late Stephen King to argue that social can replace print media in building message attention for the subconscious brand recognition induced by TV.
Article
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Alan Cox, Jim Power and Chris Johns, Research on WARC, April 2017
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
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Merry Baskin, WARC Best Practice, March 2017, pp. 42-43
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
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Steve Hastings, WARC Exclusive, March 2017, pp. 47-47
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
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Guest blog, February 2017
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
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Merry Baskin, WARC Best Practice, January 2017
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.
Article
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Hanna Chalmers, WARC Best Practice, November 2016
This article explores the demographic, socioeconomic, technological and attitudinal shifts that are fundamentally changing the nature of parenthood.
Article
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Nick Kendall, WARC Best Practice, October 2016
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
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Paul Feldwick, Admap, September 2016, pp. 10-11
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
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Dom Boyd, Admap, September 2016, pp. 12-15
This article argues that strategists must be business-literate, connecting communication skills with the entrepreneurial nous that defined the discipline of planning.
Article
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Jon Steel, Admap, September 2016, pp. 25-27
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
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Gareth Price, The Social Partners, Admap, Admap Prize, 2016
This essay argues that the potential of personalisation will only be realised if brands combine their new capacity to target with more traditional mass media campaigns.
Article
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Scott Manson, WARC Best Practice, February 2017
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
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WARC Trends, Toolkit 2016
This article, taken from the Warc Toolkit 2016 report, looks at the proliferation of online video formats.
Article
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WARC Trends, Toolkit 2016
This article, taken from the Warc Toolkit 2016 report, looks at the fusion of data and creativity.
News
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19 October 2015
LONDON: This Girl Can, a campaign devised by FCB Inferno for Sport England, has won the Grand Prix at the 2015 APG Creative Strategy Awards.
Case Study
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Simon Williams, Account Planning Group - (UK), Longlisted, Creative Strategy Awards 2015
This case study sets out the development and launch of iWonder, an online hub of learning guides supporting a range of broadcast content across the BBC, the UK's national state media organisation.
Article
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Geoffrey Precourt, Event Reports, 4A's Strategy Festival, October 2015
This event report demonstrates how new strategic thinking from an agency planner led to the development of a brand extension for Pimm's, the gin-based drink owned by Diageo.
Article
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Kate Cox, Admap, July/August 2015, pp. 33-35
This article argues that to be agile a brand needs a high-level emotionally engaging idea or purpose that can be easily adapted to multiple campaign executions.
News
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10 July 2015
LONDON: Tim Broadbent, the world's leading authority on the elusive subject of advertising effectiveness, has died after a long battle with cancer.
Research Paper
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Mart Ots and Gergely Nyilasy, Journal of Advertising Research, Vol. 55, No. 2, 2015, pp. 132-145
Integrated marketing communications (IMC) is accepted widely as a multi-stakeholder strategic business process for brand communications.
