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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.

Article

Describes how brands can achieve growth by using common sense, instead of following current industry fashions.

Article

Neil Godber, Head of Planning at JWT & Convenor of judges 2018 IPA Effectiveness Awards, Kate Cox, VP, CMO at GoDaddy.com EMEA and Mark Evans, Marketing Director at Direct Line Group, discuss how agency planners can best demonstrate the effectiveness of their activity.

Opinion

Tom Roach, Managing Partner, Performance, at BBH London compiles his own selection of the most important data and charts by the IPA’s Godfathers of Effectiveness.

Opinion

Sue Unerman, Chief Transformation Officer at MediaCom and a judge on the IPA Effectiveness Awards, asks how we can better define what we do as a profession.

Opinion

Some clients withhold their permission for a case to be submitted for the IPA Effectiveness Awards. Here, the IPA Effectiveness Editor Carlos Grande shares seven ways to win them over.

Article

Explores the current thinking and writing on the subject of low-budget marketing, a hazy category of marketing, WARC generally defines low budgets as $0-$500,000.

Article

Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.

News

BEST OF 2017: Effective marketing rarely involves an either/or choice of media, and WARC’s most-read articles on this subject in 2017 indicated that effectiveness will often require a balanced mix in which TV is likely to play a prominent ...

News

BEST OF 2017: The influence of the agency planner is increasing rather than decreasing was a headline finding of the Future of Strategy Report: WARC’s most-read article of 2017.

Article

This paper explores current thought and reading on the connection between creativity and effectiveness, a relationship for which there is compelling evidence, especially in terms of creating brand fame: a driver of long-term performance.

Article

The book, How Public Service Advertising Works, highlights that advertising has a purpose beyond selling and has many lessons for commercial advertisers.

Article

This article explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.

Research Paper

Newsworks, the British marketing body for national newspapers, used meta-analysis and original research to establish that newsbrands are incredibly effective at supercharging campaign effectiveness in the multi-media landscape.

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.