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Article

Everyone has their own perspective on the challenges facing the advertising industry.

Opinion

As we move into a new creative era that rides the wave of AI automation, what repercussions might this technological tsunami have for the way we go about our day-to-day business in the modern workplace? The IPA’s Head of Insight, Damian Lord, explores the result of its second report on AI.

News

LONDON: UK marketers revised their internet budgets up in the second quarter, helping to fuel overall growth in marketing budgets, according to the latest IPA Bellwether Report, but its author has cautioned that this increase is defensive in ...

Article

Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

Article

Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.

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

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

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

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.

Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

Case Study

John Lewis, a department store, launched its Buster the Boxer Christmas ad in 2016 to create an emotional connection with the British public.

Case Study

Saltwater Brewery, a microbrewery in South Florida, created edible plastic rings for its beer packaging to help highlight the unnecessary danger that standard plastic rings cause to wildlife.

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.

Article

Expands on neuroscience’s findings on how different contexts elicit different responses in an audience and how advertisers can adapt to it.

Article

Looks at ways to use data more wisely in order to predict the context in which marketing messages will be received, allowing for a more targeted approach.

Opinion

Ideal ideas are not original but variations of a form, marrying innovation and immediacy to different frameworks.

Opinion

Personalisation has become something of an axiom in marketing’s recent history, suggests UM London’s Adam Morton; the balance between persuasion and precision needs restoring.

Case Study

The Innovation Prize for Africa (IPA), the initiative of the African Innovation Foundation (AIF), launched a campaign across Africa to strengthen African innovation ecosystems and support the culture of innovation and competitiveness.

Article

Reveals the books that influenced Louise Nolder, global brand development director at Secret Escapes.

Article

Drinks company Diageo has invested heavily in marketing effectiveness, recruiting a Head of Effectivenesss and building a global data planning and data platform, Marketing Catalyst.

Article

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

Opinion

The entry deadline for the IPA Effectiveness Awards is in sight. Even if you are behind schedule, don't panic! IPA Effectiveness Editor Carlos Grande summarises how to avoid the most common pitfalls that keep entrants off the Awards shortlist.

News

DETROIT: US auto giant General Motors has announced that it will cease reporting monthly auto sales, arguing that such a short period does not provide an adequate impression of the broader auto industry or the company’s place within it.