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Research Paper •
This article approaches the question of media neutrality by investigating whether ideation techniques such as templates produce the same quality of advertisements across media.
Article •
Outlines the various steps to take that will enable companies to develop and implement a successful data-driven marketing programme.
Article •
Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.
Article •
To celebrate the 50th anniversary of the birth of account planning, two industry veterans recall their time at two of the most influential advertising agencies in shaping the discipline – JWT and BMP.
Article •
Argues that the expertise within consultancies doesn’t lie in brand strategy, the mobilisation of channels or the ability to inspire ground-breaking creativity and provides five steps that planners need to take.
Article •
Advertising scholars have been hesitant to identify creativity as the heart and soul of advertising, and that has produced a chasm between themselves and practitioners.
Article •
Outlines the types of technologies available to shopper marketers and establishes a strategic framework by which third-party brands can enhance the effectiveness of their in-store marketing.
News •
LONDON: Imagine the Possibilities, a campaign devised by BBDO New York / San Francisco for Mattel’s Barbie doll brand, has won the Grand Prix at the 2017 APG Creative Strategy Awards.
Article •
This paper advises on how to develop a communications strategy and outlines the skills that need to be employed in strategic thinking for anyone in an account planning role.
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 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 •
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 •
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 •
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.
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 •
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 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 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.