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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.

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.

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 demonstrates how advertisers can remove the emotional barriers that affect decision-making and encourage behaviour change that will promote better health.

News

GLOBAL: Agencies are frustrated by clients' changes of management and focus on costs, while more and more clients are worrying about understaffing and a lack of experience at agencies, according to new research.

Case Study

This case study shows how Media Markt, Germany's largest consumer electronics retail chain and online shop, created an innovative and funny live marketing event.

Case Study

This case study shows how Powerade, the soft drink brand, created a 'Workout Billboard' in Germany to excite thousands of people over 3 weekends in 3 major cities.

Article

This report by DentsuAegis's SenseAsia research unit provides insights into consumer purchase motivations in the South East Asian telecommunications sector.

Opinion

This guest blog is by Nick Licence, Regional Strategy Planning Director at DentsuAegis / SenseAsia Network capability, brand trust, price and convenient service are the factors defining consumer intent in the telecommunications product sector in South East Asia, new research reveals.

Article

This article explains how to use natural search (SEO) in customer acquisition.

Article

This article explains how to market to your existing customer base for customer acquisition through cross-selling and member get member (MGM).

Article

This article explains how account-based marketing (ABM) has evolved to outperform any other marketing approach and why it is time to position it as a business change initiative to drive company growth.