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Opinion

Strategy is a lot bigger than advertising, or even communications, argues Zeus Jones’ Adrian Ho. Strategic skills are fundamental to almost every aspect of business and should be allowed to stand on their own.

Opinion

To mark the launch of the Future of Strategy 2018, we are reposting a series of pieces on leadership from former heads of the BBH London strategy team, commissioned by Ben Shaw, the new Head of Strategy at BBH London.

Opinion

For planners, spending time outside the bubble of adland is a necessity, argues Deutsch’s Rob Campbell in an essay for  WARC’s Future of Strategy report 2018 .

Opinion

Is it time to set strategy free? Tying strategy to creative limits the discipline’s potential, argues JWT’s Shekhar Deshpande in an essay for WARC’s Future of Strategy report 2018 .

Article

Paula Bloodworth, brand strategy director at Nike, Wieden + Kennedy, Leo Rayman, CEO at Grey London, Dan Burdett, chief marketing innovation officer EMEA at eBay and Frank Reitgassl, former head of Strategy at BBH and director of brand strategy and creative at Mondelez discuss the most important issues and challenges in strategy.

Gunn Report

Xbox, Microsoft’s gaming brand, transformed its consumers into entrepreneurs in a campaign that allowed gamers to design and then sell their own Xbox game consoles.

Opinion

Kristen Fox – Director, Social Media & Digital Analytics, CP+B, judged the Effective Social Strategy category at this year’s WARC Awards.

News

GLOBAL: Strategists are seeing their discipline in flux, with growing influence offset by cuts in client budgets and new competitors emerging, according to WARC’s Future of Strategy Report 2018, a worldwide survey of over 500 senior planners ...

Opinion

VIDEO:  WARC’s Future of Strategy Report 2018 revealed a sense of optimism across the discipline, but a new competitive landscape and budget shortages remain present.

Article

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.

News

GLOBAL: The role of planners and strategists is arguably more vital than ever before but too often current agency structures mean their contribution is undervalued or undersold, according to Guy Murphy.

Opinion

Ahead of the launch of WARC’s 2018 Future of Strategy Report on 25th July, we are reposting a series of pieces on leadership from former heads of the BBH London strategy team, commissioned by Ben Shaw, the new Head of Strategy at BBH London.

Article

Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.

Opinion

Ahead of the launch of WARC’s 2018 Future of Strategy Report on 25th July, we are reposting a series of pieces on leadership from former heads of the BBH London strategy team, commissioned by Ben Shaw, the new Head of Strategy at BBH London.

News

LONDON: The mass marketing model is at something of a crossroads with agencies in danger of becoming simply arms-length ‘vendors’, according to an ex-planner who advocates greater focus on distinctive assets and more analytical rigour.

News

CANNES: The clash of clients’ demands with planners’ ambitions was a constant theme at the Cannes Lions Festival.

Opinion

Ahead of the launch of WARC’s 2018 Future of Strategy Report on 25th July, we are reposting a series of pieces on leadership from former heads of the BBH London strategy team, commissioned by Ben Shaw, the new Head of Strategy at BBH London.

Article

Offers examples of five practices that can turn planning into an active and reactive tool, that is in constant use within an agency structure.

Article

Explains how using moments as the key driver of thinking can take planning away from defining needs and gives a greater sense of purpose to the idea and development of 'always on' marketing.

Article

Argues that the expertise within consultancies doesn’t lie in brand strategy, the mobilisation of channels or the ability to inspire ground-breaking creativity and provides five steps that planners need to take.

Article

Outlines the implications for agencies presented by the digital revolution, social media, e-commerce and artificial intelligence.

Article

Explains the concept of Minimum Viable Product planning, which is the author's own pragmatic approach to strategic planning, based on his experience of working in such environments.

Opinion

Planning cannot afford to keep repeating old mistakes, says Mike Teasdale, if it is to adapt to the rise of data, platforms and short-term response creativity and the decline of long-term brand-building ideas.

Article

Outlines the importance of brand story and explains why a planning discipline that defines a brand in order to guide what it makes, beyond what it says, is increasingly valuable.

Article

Outlines six challenges that are often thrown at planning’s door and explains how planning is responding.