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Article

This event report outlines advice from Burger King, the quick-service restaurant chain, regarding how to become a better client.

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.

Article

This article argues that marketers should beware using personalisation as they may alienate customers by trying to get too close.

Article

This article draws upon the teachings of the late Stephen King to argue that social can replace print media in building message attention for the subconscious brand recognition induced by TV.

Article

This short article lists the books that influenced Richard Temple, board director at John Ayling & Associates.

Research Paper

This paper explores the connection between television advertisements and post-advertisement internet searches in the United States, in relation to fantasy sports and pick-up truck brands.

Research Paper

This paper addresses the issue of social media content marketing – designing brand content that is shared with consumers via social media - in relation to Facebook and in the context of consumer engagement.

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.

Article

This short article looks at John Griffiths' and Tracey Follows' '98% Pure Potato' which explains the origins of advertising account planning, from its early beginnings in the 1960s in the UK, and goes on to examine its present and future.

Opinion

Planning in the creative space has a long history – and its one we should revisit. In 1964, Stephen King, dissatisfied with the workings of both the media and marketing departments within his agency, developed a new system of working which concentrated on combining consumer research and insights to create more effective, creative advertising.

Article

This article presents four steps brands can take to ensure they succeed with moment marketing through social media, as they engage with potential customers, often in conjunction with TV viewing.

News

GLOBAL: Clients need to commit time, effort and forethought to defining the parameters of what they want their agencies to achieve, an industry figure has argued in a Warc Best Practice paper.

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 paper explores advertising in a recession through the evidence available in the Warc archives and beyond - typically, recessions will cause businesses to reign in advertising spend in the short term, a mistake, the paper argues, that could cause long term damage to a brand.

News

LONDON: The speed of change in the advertising industry has brought many practical challenges, but one aspect that is frequently overlooked is "the luxury of thinking", according to Miles Young.

Article

This Company Profile from Euromonitor provides key details and analysis of Yum! Brands Inc, the owner of brands such as KFC, Taco Bell and Pizza Hut.

Article

This event report outlines how Burger King, the quick service restaurant chain, has re-engaged consumers with its "Be Your Way" positioning.

Article

In this article, Paul Feldwick, former planner at BMP/DDB, discusses what the legacy of the 'planning revolution' is today and what aspect of it, if any, has value for the future.

Article

This article argues that strategists must be business-literate, connecting communication skills with the entrepreneurial nous that defined the discipline of planning.

Article

This article contends that in a wave of tech and media upheaval, short termism and shifting sands, planners should not waver from the fundamentally empathetic human-behaviour focus of the discipline.

Article

This essay argues that agencies are fundamentally optimistic, while boardrooms are rather more glass-half-empty; agencies look to optimise while boardrooms prefer to limit damage, so agencies should use this paradigm to prove their value as 'immunisers'.

Article

This event report covers the Future of Strategy session held by Warc in Cannes, looking at the role of planners, opportunities in new tech, and why proven methods of gathering insights are still necessary.

Article

This event report addresses how Foursquare is using data provided by its location-based mobile apps and services to develop unique measurement solutions.

Article

This event report addresses how Facebook Messenger's chatbots can potentially help brands reach consumers, as well as areas where further development in this technology is needed.