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News

LONDON: Campaigns from Diageo, Microsoft and Procter & Gamble are among the 19 from around the world that have been shortlisted for the WARC Awards’ Effective Use of Brand Purpose category.

Case Study

Tech company Microsoft empowered and inspired young females around the world to pursue a career in STEM (Science, Technology, Engineering, Math).

Article

Land O’Lakes, the food and agriculture company, has enhanced connections with various audiences by helping change perceptions and embracing brand purpose.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Opinion

Our lifestyles have never been busier but technology underpinned by AI, such as voice search, makes our lives easier and saves us one of our most valued commodities – time, argues Bing’s Axel Steinman.

News

SAN FRANCISCO: Fewer than half of American respondents to a Reuters/Ipsos survey trust Facebook to comply with privacy laws, a sign that the social network has much work to do to maintain trust.

Article

Argues that the 90s were not a golden age but marketing is about to enter one, thanks to changes in data gathering and technology.

Article

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

Article

British companies must renew their focus on innovation if they do not want to stagnate in the long term.

News

GLOBAL: Recent forays by the tech giants into software to improve the experience of lower end devices indicate that they are not focused just on the upper end of the market in their pursuit of growth.

Article

This paper provides guidance and reading on business-to-business marketing; similar to B2C marketing in its emphasis on human traits, but very different in terms of budget size and a greater emphasis on relationships and networks.

News

GLOBAL: For several years the advertising industry has obsessed over viewability metrics, but it may need to be rather quicker in adjusting to a world in which these are irrelevant as people spend more of their time in screenless digital ...

Article

Avnet, a global distributor of electronic components and solutions, has found that chatbots can serve a variety of purposes for business-to-business brands.

Case Study

Raspberry Pi, a high-performance computer developed by the Raspberry Pi Foundation, designed a case to protect its product in the UK.

Case Study

HP, the American technology company, raised awareness of print security as a category and increased B2B sales in Canada through an educational documentary.

Case Study

Manulife Bank, the Canadian bank, increased mortgage sales through a program designed to drive consumers through the purchase journey, starting with a movie-like trailer.

News

BRUSSELS: Most marketers should be aware by now that the European Union’s General Data Protection Regulation (GDPR) comes into force on May 25, but the World Federation of Advertisers (WFA) is also warning of the potential consequences of ...

Article

Looks at how new technologies are affecting the healthcare profession and suggests ways that health data can be used to change consumer behaviour.

News

PARIS: Ditching a number of ad tech vendors has helped leading French news brands Le Figaro and Le Monde significantly increase their video ad revenue.

Article

Programmatic, personalisation, content, social media, and response-led digital have led to an exponential growth in demand for collateral.

News

LONDON: Four in ten children in the UK aged 9-16 are already using voice recognition devices at home, according to new research which raises questions about how they will communicate with each other in the future.

Opinion

CES 2018 didn’t disappoint, but it didn’t necessarily amaze, save for a few standouts like “The Wall” – the new modular TV, with MicroLED technology, from Samsung.

Article

Explores the current writing on the subject of Twitter as a marketing tool; an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

Article

Provides advice on attribution modelling which can help marketers understand the factors that contribute towards key performance indicators.

Article

Covers the current thinking and reading on the subject of artificial intelligence, a significant step for any industry that manipulates large quantities of data and has to make quick decisions based on those findings; in marketing the implications of AI are far-reaching.