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Article

This article argues that it is time to capture quality attention, measure and trade it fairly, and then fill it with content that is entertaining, engaging, educational and enticing.

Article

Reveals the findings of in-depth research into understanding the attention levels dedicated to video streaming devices and platforms.

Article

Advertisers need to move away from duration-based measures of attention and adopt a practical, three-step framework that can measure it more effectively.

Article

Shows how marketers can create impactful engagement across touchpoints, using examples from brands such as Nike, Lego, Red Bull and De Beers.

Research Paper

Provides lessons for TV planners and advertisers based on the results of research from Belgium that examined attention levels to TV programmes.

Article

Outlines a series of papers tackling the issue of capturing attention in today's multitasking world, including how ads can provoke emotional reactions to cut through the clutter.

Article

Explores the assumption that collaborating with a second brand produces cut through for both brands and suggests good practice for co-branding in advertising.

Article

Expands on how to get the most out of working with influencers and advises on how to use the four pillars of reach, relevance, authority and accessibility to achieve success.

Research Paper

Outlines some of the key discoveries in an investigation into how appropriately captured attention and sales are affected by the creative characteristics of ads.

Research Paper

Reveals the findings of research based on cognitive psychology, which measured the effectiveness of video ads to be encoded and retrieved from memory by exposing test ads to consumers in a distracted media environment.

News

GLOBAL: Many brands continue to see digital as primarily a response-led medium, but digital channels, when used well, can play a fundamental and complementary role in brand building, an industry figure maintains.

Article

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.

Opinion

What does a crash course in marketing theory teach you? WARC’s Editorial Assistant (Awards) Chiara Manco is currently studying for the IPA Foundation Certificate.

Article

Explores current thinking and writing on the topic of choosing a brand name, an identity and a strategic point of departure for the brand if done right.

News

LONDON: Programmatic, personalisation, content, social media and response-led digital have led to the exponential growth in collateral that has allowed a creativity deficit to widen in marketing, says Oliver Feldwick, prompting the need for ...

Article

Reveals the four levels of cyborg creativity, from simple automation to higher-order creativity, and discusses what the new cyborg agency of the future might look like, and how to achieve it.

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.

Article

This short article lists the books that influenced Steve Stokes, CSO at DUKE.

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 article examines the potential value of purpose-driven advertising to brands and how Dove, the consumer goods brand, has delivered great economic and societal value.

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 event report explores how the advertising industry is affected by, and affecting, the UK's exit from the European Union.

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 outlines four steps tea marketers can take to reverse the decline in their category that is taking place in the UK as drinking habits continue to shift away from, in particular, black tea.

News

Even before Accenture's recent purchase of Karmarama, the growing role of management consultants in supplying the sort of strategic help to companies and brands that might once have been the preserve of agency planners was a hot topic on Warc.