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Gunn Report

The Times of India, an English-language daily newspaper in India, launched a purpose-driven campaign that challenged a 400-year-old tradition in India.

News

NEW YORK: Facebook has denied reports that it is asking banks for financial information about their customers but said it is exploring how to offer some banking services on Messenger.

Opinion

Joanne Lao is CEO, TBWA Greater China and is judging the 2018 WARC Prize for Asian Strategy. Here, Lucy Aitken, Managing Editor, Case Studies, talks to her about how China is rewriting the rule book for retail and tech and why Chinese millennials are such a powerful economic group.

Article

This Company Profile from Euromonitor provides key details and analysis of American Express.

Gunn Report

Contains the creative for the 'Laughing Horses' campaign for Volkswagen Tiguan Trailer Assist by the agency Grabarz & Partner in Germany.

Research Paper

This study focuses on individual choices made about what ideas to show clients in the absence of copy testing; it examines the decision-making heuristics employed by a global advertising agency.

Article

Offers six principles which, if followed, can help telecoms brands break through the inertia and achieve market effectiveness.

News

LONDON: Native advertising offers real benefits for both consumers and marketers as long as it is developed and deployed correctly – and eight critical elements underpin campaign success, according to a leading research analyst.

Article

This article provides best practices for successful native advertising campaigns, including how to plan a content strategy and how to approach the three main players in the native landscape: publishers, social media platforms and technology vendors.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

Article

This article claims that many marketers take an unsophisticated approach to key account management, even though the majority of their business comes from a few big customers, and identifies five steps they can take to improve their efforts.

Opinion

This commentary appears in WARC’s new ‘Future of Strategy’ report, based on a global survey of senior agency planners.

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.

News

LONDON: Account-based marketing (ABM) is experiencing a surge in popularity among B2B marketers, but an industry figure warns that, without a clear strategy, the promised benefits are unlikely to materialise.

Article

This article provides a best practice guide to developing an account-based marketing (ABM) strategy, which treats individual accounts as markets and focuses business-to-business marketing on specific organizations.

Article

This article looks at the predictions about advertising trends that came true, those that didn't, and what's in store for the future.

Article

This article argues that proximity to clients, an external perspective and an enthusiastic, skilled team are key to a strong in-house agency which remains an important and growing part of the industry mix.

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

Research Paper

This Speaker’s Box article looks at the role of marketing in cybersecurity, particularly in regards to preparing for and managing the consequences of data breaches.

Article

This article outlines some essential guidelines for marketers to ensure that programmatic reaches its full potential, by changing the way they plan, ensuring specialist teams are in place, and helping give the client sufficient understanding of the promises of the technology.

Article

Rsquared Communication, a strategic communications company, has used Slack to eliminate email and increase account management efficiency.

Research Paper

This paper examines the relationship between political candidates’ use of Facebook and their election outcomes (vote share and election success).

Case Study

This case study describes Seeing Eye Dogs Australia's campaign that increased the number of carers to look after them before the puppies could begin training, by starting a subscription service.

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.