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Article

This article provides seven lessons from WARC’s 2017 Cannes Analysis including discussion of creative effectiveness, emotion and brand purpose.

Article

This event report provides tips from senior marketers on how to make people feel more secure about a brand without losing excitement and innovation.

Article

This event report provides tips from senior marketers on how to attract and maintain consumers' attention on your brand.

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 report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.

Opinion

What skills does the planner of the future need to have? A tough question for today’s agencies, in which the traditional brand planner often needs to share room at the (client’s) table with CRM strategists, social strategists, content strategists and all the rest of the roles that have popped up over the years.

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 report summarises the tips given by judges of the 2016 Warc Media Awards, who were speaking at an event announcing the winners.

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 report describes a recent project by Radiocentre, the industry body for commercial radio, looking into the potential effectiveness of radio ads.

Article

This report discusses Marketing in the Digital Age, a new work looking into the causes of marketing effectiveness from Les Binet and Peter Field.

Opinion

It’s a question we’ve all asked ourselves as we scroll through yet another smug status update or toss our phone across the room because we didn't match a row of colourful candy: is all this digital distraction actually good for us? One thing’s for sure: digital media has been blamed for a lot of society’s ills.

Article

This event report covers the neuroscience event, Brainy Bar 3, which explored some of the latest thinking in the applications of neuroscience in advertising.

Opinion

Since their launch in 1980, the IPA Effectiveness Awards ( the full archive of which is available for warc.com subscribers ) have become the gold standard for global case study competitions that focus on a campaign's business results, rather than its creative approach.

Article

This event report looks at the Grand-Prix-winning Cannes entry, Monty the Penguin from John Lewis and adam&eveDDB London, following a panel discussion on Warc's Cannes Creative Effectiveness analysis.

Article

This short report collects together key quotes from all of the major events Warc reported from at the Cannes Lions International Festival of Creativity in 2016.

Article

This event report describes a talk by John C. Jay – who spent 21 years at Wieden + Kennedy and is the current president of global creative at Uniqlo – about his experiences of putting creativity into practice.

Article

This event report describes how the brand experience agency Jack Morton Worldwide is approaching the creation of increasingly innovative marketing solutions for the expanding pharmaceutical category.

Article

This event report describes the issues of "brain drain" as ad agencies increasingly lose out on talent to tech companies.

Article

This event report discusses trends around brand purpose and provides examples of purpose-driven brands that have seen positive business results.

Article

This event report outlines the division between planners and creatives at ad agencies, and offers tips on how these very different teams can be brought together.

Article

This article describes best practices from Coca-Cola on how to design a successful content strategy and stay relevant in consumers' lives.

Article

This event report discusses the Lexus 'Hoverboard' video campaign, which centred on a spectacular stunt that was turned into a brand film and boosted Lexus' relevancy.

Opinion

It's one of the most-awarded - and most talked-about - campaigns of this year's Cannes Lions. 'The Next Rembrandt', a project for Dutch bank ING from JWT Amsterdam, used a great insight, machine learning and 3D printing to make an all-new painting from the 17th century old master, Rembrandt van Rijn.

Article

This report looks at Ogilvy & Mather's V12 report through an interview with Kent Wertime, COO Ogilvy Asia, on the cluster of South Asian countries experiencing rapid growth.