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Article

The Fluent Device is a creative conceit (slogan or character) that is used as the primary vehicle for the drama of a long-running campaign; here a behavioural expert explains why they are effective.

Article

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

Article

This article offers principles that can help advertisers communicate difficult topics - where deeply entrenched beliefs are hard to overcome and shock tactics and a preachy tone prove counterproductive - and shift the narrative direction towards real change.

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 discusses how best to manage agencies from a client's point of view; including an overview of relationship models, and recommendations on effectively managing outsourced communications.

Opinion

This is a guest post by Mark Middlemas, Director of Communications, Northern Europe, RadiumOne There are three particular characteristics of the way that fans of the upcoming European Football Championships intend to consume its content that provide a veritable goldmine for marketers to exploit.

Article

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

Case Study

This case study describes how Specsavers increased the fame of its brand through an evolutionary media strategy.

Case Study

This case study explains how OPSM, an Australian opticians chain, used a story book to increase numbers of children's eye tests.

Article

This article discusses the combination of data to improve targeting, and gives examples of location-based ad targeting on mobile.

Case Study

This case study describes how Luxottica brand OPSM challenged brand leader Specsavers in Australia by encouraging mothers to get their children to have regular eye tests.

Article

This essay argues that if planners use Big Data to demand more of themselves rather than give undue deference to Big Data, they are more likely to generate strategic and creative breakthroughs.

Article

This event report looks at eight themes which emerged from the judging of the 2014 IPA Effectiveness Awards.

Article

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.

Case Study

This case study explains how OPSM, a chain of optometrists, used a mobile app to increase appointment numbers and revenue in Australia.

Opinion

The IPA Effectiveness Awards are live on warc.com – subscribers can browse all 70 of them here . These rigorous awards recognise advertising campaigns that demonstrate clear proof of their effectiveness.

News

LONDON: A campaign for Foster's lager, created by adam&eveDBB, has won the IPA Effectiveness Awards Grand Prix, for demonstrating how it restored the brand to market leadership and produced a huge return on investment.

Case Study

This case study explains how Specsavers, the optician retail chain, grew from its launch in 1984 to become an international brand with the largest market share in the UK.

Case Study

This Australian case study describes how OPSM, the eyecare company, responded to the growth of a competitor by accessing a stream of un-tapped customers with a mobile app.

Case Study

This case study describes a campaign by Specsavers, the UK-based optical retailers, which used geofenced mobile targeting to deliver a special offer.

Article

Many bricks-and-mortar retailers are teetering on the brink of failure, thanks to the length of the recession and the onslaught of e-tail competition.

Article

This paper proposes a new way of looking at brand communication by broadening the perspective from explicit messages to implicit signals.

Article

The author observes that brands need to move beyond a fixation with creating more content when the digital world is already awash with it.

Case Study

In the late 1990s, a new set of competitors changed the dynamic of the market, leaving Barclaycard’s original communications model outdated.

Article

This article reports on the International Advertising Association’s Future of Media event, held in February 2010.