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Opinion

Praise, prestige, recognition and reward are within your grasp… that is if you can prove the value of your expertise.

Case Study

Sainsbury's, a British supermarket chain, transformed itself from making seasonal retail Christmas ads to creating Christmas campaigns that are now arguably amongst the most eagerly anticipated ads of the year.

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.

News

LONDON: With new research shedding light on the necessity for all pixels of an online ad to be in view, given the increased impact of influence on the consumer, the call for an enhanced viewability metric across media types is gaining traction.

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 explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.

Article

This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.

Article

This article argues that strategists, in spite of constantly talking about emotions, actually treat emotional communication rather crudely - only referencing one emotion, or only understanding them as a desired consumer response.

News

LONDON: To exploit the full potential of marketing in the changing media landscape, brand owners must strike a better balance between the long and short term, a new study claims.

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 article contrasts the success of tailored targeting in the 2016 IPA Effectiveness Awards with the marketing wisdom of Byron Sharp.

Article

This article looks at how brands can creatively invest over the long term to improve their return on investment.

Article

This article looks at how brands can make a big success, while having a small budget, and what lessons can be learned from successful brands in this area.

Article

This article highlights how improving product and service innovation can better the customer experience.

Article

This article provides marketers with information about how to balance long-term and short-term strategies.

Article

This article looks at the factors that drive growth in a world of fragmented audiences, and the reasons why targeting is struggling to deal with these factors.

Article

This article explores how brands can build cultural resonance through storytelling and engage with people on both TV and social media, using the example of pop singer Justin Bieber.

Article

This article examines why creative effectiveness has halved since 2011 and how marketing needs to change to focus on long-term brand health with improved creative effectiveness.

Opinion

Faris Yakob addresses the tensions between short-term sales effects and longer-term brand building - and concludes that measurement holds the key to untangling this paradoxical relationship.

Article

This article explores the role that communications play in launching new brands, including how to ensure a new brand gets noticed and how to break through consumer indifference and capture their attention.

Article

This article considers how the long-term effects of public sector marketing can effectively be multiplied through the use of key partnerships with the stakeholders themselves, as they hold crucial knowledge of the subject matter, as well as through endorsement.

Article

This article looks at what marketers can do to ensure that communications before a brand launch or extension are effective and help build lasting success, and how that success can be measured.

Article

This report analyses the world's best marketing campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.

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 explains how brands can engage with consumers in a complex media landscape, arguing that they need to stay rooted in the real lives of their consumers.