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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

In the 50th year since the birth of account planning, Admap examines the state of play in planning in today’s marketing world with a series of papers that aim to answer the question: what is the future role of planning and planners?

Article

The contribution that planning can, and should, make to businesses and organisations today has never been greater, but the chances are that businesses will now turn to management consultants such as KPMG, PwC or McKinsey, instead of getting the planner, or even an agency, in.

Article

Uses various data sources to reveal search advertising’s trajectory for 2018.

Article

Planning was designed for the 20th-century business model, forged as a brand-centric discipline to serve mass-market products, but 21st-century business models are different.

Article

Today, the dominant machinery for building brands is technology, so how can planners adapt in the same way that they redirected their skills from broadcast to digital?

Article

Voice technology has the potential of breaking down many of the barriers women face, particularly in emerging markets, and brands that design voice applications that directly appeal to women can tap into a huge opportunity.

Article

India’s women are changing – but the advertising industry isn’t, so how can India’s marketers overcome sexist tropes in advertising to truly connect with the modern Indian consumer?

Opinion

The gold winners in the 2018 WARC Awards’ Effective Content Strategy showed brands that successfully seeped into or borrowed from culture, writes WARC’s Managing Editor, Case Studies, Lucy Aitken...

Case Study

Girlguiding, the national guiding organisation of the United Kingdom, increased positive sentiment and the number of volunteer enquiries by showing how it helps its volunteers and attendees empower each other.

Article

Context works in different ways from content, as it is a meaning system that often works inside out.

Research Paper

Provides suggestions on how brands can build stronger and more meaningful relationships with consumers, through understanding how new technologies – and voice technology in particular – are affecting people in the digital era.

Case Study

LUX, a women's beauty brand, launched the #WeAreMore campaign in South Africa to inspire women and shift brand perception to be a women's brand.

Article

Sir Martin Sorrell, the ex-CEO of holding company WPP Group, believes several fundamental trends are transforming the advertising industry.

News

NEW YORK/BEIJING: Seven in ten millennials in the US and China rarely use cash, according to research which also highlights how consumers in these countries want more diverse financial products that are better suited to their needs and lifestyles.

Opinion

Heineken, Patagonia, and Nestle have all told their customers - against all marketing instincts - to not  buy their brands.

Research Paper

Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.

News

SINGAPORE: WARC today launches the 2018 WARC Prize for Asian Strategy, seeking the best evidence of strategic marketing thinking in Asia.

Article

Consultancies are encroaching on the turf traditionally occupied by agencies but they’re not necessarily going to be pitching for creative work.

Article

Discusses advertising over the years through an interview with the author and highlights some key things that happened in 1998.

Article

Change is coming to Saudi Arabia, including greater freedoms for women, and brands will need to adapt to the new circumstances.

News

LONDON/ROTTERDAM: In the eighteen months since Unilever announced the creation of its in-house agency U-Studio, it has achieved significant efficiencies in its digital marketing.

News

LONDON: Formerly the ‘world’s global bank’, HSBC’s most recent campaign, Together We Thrive, sets out the brand’s view that people, communities, and businesses all thrive when they’re connected to something ...

News

GLOBAL: Video adtech firm Unruly has unveiled a new insights tool that tests whether an ad is sexist or not, based on 13 gender stereotypes identified by the UK’s Advertising Standards Authority.

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.