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News

GLOBAL: The role of planners and strategists is arguably more vital than ever before but too often current agency structures mean their contribution is undervalued or undersold, according to Guy Murphy.

Article

Explores whether advertisers may be better served reaching consumers on the basis of digital media context.

News

LONDON: The mass marketing model is at something of a crossroads with agencies in danger of becoming simply arms-length ‘vendors’, according to an ex-planner who advocates greater focus on distinctive assets and more analytical rigour.

Article

Offers examples of five practices that can turn planning into an active and reactive tool, that is in constant use within an agency structure.

Article

Explains how using moments as the key driver of thinking can take planning away from defining needs and gives a greater sense of purpose to the idea and development of 'always on' marketing.

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

Outlines the implications for agencies presented by the digital revolution, social media, e-commerce and artificial intelligence.

Article

Explains the concept of Minimum Viable Product planning, which is the author's own pragmatic approach to strategic planning, based on his experience of working in such environments.

Article

Uses various data sources to reveal search advertising’s trajectory for 2018.

Article

Reveals the books that influenced Rob Smith, chief client officer of McCann Worldgroup UK.

Article

Outlines the importance of brand story and explains why a planning discipline that defines a brand in order to guide what it makes, beyond what it says, is increasingly valuable.

Article

Outlines six challenges that are often thrown at planning’s door and explains how planning is responding.

Article

Outlines several ways that planners need to evolve in order to fulfil clients’ changing needs.

Article

Argues that clients will find it difficult to get the same sort of quality solutions in-house that they could get from ad agencies and offers up a number of pointers on the role that planning could and should play.

Article

Explains how planners need to embrace the idea of smart strategy collectives that will help their development into experience designers.

Article

Argues that the 'planner of the future', who can help guide clients through well-argued and supported strategies for growth, is in more demand than ever.

Article

Examines ways in which a true multi-discipline planning team of equals could be assembled and who within the industry could lead the way in adopting this approach.

Article

Outlines seven reasons why planners will remain relevant in the future.

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

Explains the ingredients that will lead to success for planners in a new and changing environment.

Article

Explores how the way brands think about customer experience (CX) is changing as they compete hard for customers’ attention in an omni-channel world with more consumer touchpoints.

Article

Provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.

News

GLOBAL: Agencies may be asked to create an emotional ad, but without an accompanying motivating message the impact on sales will be random, according to an industry figure.

News

GLOBAL: Advertisers and publishers focused on digital reach and audiences are paying a potentially expensive price by neglecting context and the attention and sales conversions that it can bring, an industry figure has argued.

News

LONDON: Campaign effectiveness has been declining even as the levers are in place to increase it – a consequence, two industry figures suggest, of focusing on either targeting or context but not both together.