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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.

Article

This 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.

Article

This article takes a look at the development of social media - from innovative and experimental to mainstream and established - and asks whether it has delivered on its promise.

News

LONDON/SAN FRANCISCO: Marketers need to take care when serving online ads to British consumers because recent research has shown them to be far less receptive than Americans and other consumers in mature markets.

Article

Insight is not synonymous with market research, but too many Customer Insight Managers (the Market Research Executive rebranded) are still only data gatherers.

Article

This article argues that strategists must embrace an empirical, objective, and advisory role as technology provides greater insights and marketing capabilities..

Article

This article argues that creativity is essential when trying to establish brand difference as increasing numbers of companies now use their brand as a way to guide all decisions and to embody what it is that makes them different from and better than their competition.

Article

This article considers how agility in planning and execution is making marketing strategy more dynamic, but argues that increased focus needs to be on planning as great adaptive marketing never happens by chance.

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 the real role of the strategist is to find new growth by answering the big questions that face the organisation and embracing the need to step beyond the conditions that have delivered success to date.

Article

This article introduces a series of articles from leading industry thinkers on the future of strategy.

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 argues that strategists must be business-literate, connecting communication skills with the entrepreneurial nous that defined the discipline of planning.

Opinion

Programmatic is a term surrounded by noise. It goes along with persistent calls for more data, and more insight from across the industry.

Opinion

When someone says that, what are they asking? They're asking for permission to enquire about something you may not be comfortable talking about because it's private.

Article

This essay argues that agencies are fundamentally optimistic, while boardrooms are rather more glass-half-empty; agencies look to optimise while boardrooms prefer to limit damage, so agencies should use this paradigm to prove their value as 'immunisers'.

Article

This article is concerned with private information and its relationship to the trend of personalisation, asking what the Admap essay prize has taught us about the topic.

Article

This paper provides an overview of segmentation and the way in which it is used to identify groups of potential customers who are clustered around common, identifiable traits, and to understand how they may best be reached and how they will respond to different messages and appeals.