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News

Time spent viewing linear TV around the world may be declining but its reach remains unparalleled, while the spread of smart and connected TVs is set to open up new opportunities for advertisers, according to a new WARC report.

Article

This paper addresses the implications of this changing research landscape and, in particular, how neuroscience principles can help marketers and advertisers to:.

Research Paper

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

Article

Summarises the insights from a series of key papers addressing client-agency relationships, which has seen many changes with globalisation and digital transformation.

Article

L'Oréal, the beauty company, has built out market insights and foresight capabilities as it seeks to prepare for an increasingly complex future.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Article

This article provides marketers with information and guidance about the effective positioning of TV ads.

Article

Adrian Mediavilla, CSO of Grey Spain and Chair of APG Spain, shares the important reasons why strategy teams need diversity.

Opinion

During a recent workshop with young planners, a serious question occurred to Mike Teasdale, one that speaks to the massive shifts that have taken place in the discipline.

Opinion

Planners are in danger of being caught up in the minutiae of campaigns when they should be looking at the big picture.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.

Article

Explains what marketers need to do to successfully use personalisation in their creative approaches and how to measure its effectiveness.

Article

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.

Article

Bodyform/Libresse, the global feminine hygiene brand, made a campaign that shocked media owners, whose rejections fuelled the campaign creative to win a Titanium Lion at Cannes.

Article

Discusses the techniques marketers can use to estimate the likely impact of marketing activity.

Research Paper

This article approaches the question of media neutrality by investigating whether ideation techniques such as templates produce the same quality of advertisements across media.

Research Paper

Metfriendly, a financial institution, increased its new business and membership in the UK by using insights to build a new communications strategy with potential members.

Article

Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2018 WARC Awards.

News

Consumers are looking towards brands to lead cultural conversations and, as more brands seeks to launch campaigns with a strong point of view, planners need to adapt their perspective accordingly, a leading practitioner has said.

Opinion

Interruption is annoying, so why does modern marketing continue to annoy people? Mike Teasdale considers the new etiquette to interrupting your audience, and the campaigns that have done so effectively.

Article

As consumers look toward brands to lead cultural conversations and launch campaigns with a strong point of view, planners need to adapt their perspective accordingly.

Case Study

The British Army, a British land warfare force, increased the number of applications it received after launching a compelling story-based campaign to reach a broader group of young people.

Case Study

Aldi, a value supermarket chain, developed a creative communications strategy that made them the fastest growing supermarket chain in the UK at Christmas in both 2016 and 2017.

Case Study

Starbucks, a coffee company and coffeehouse chain, engaged with UK customers by launching a social media campaign across a number of years, which saw it make its cups an icon and launch a series of events.

Case Study

IKEA, a furniture retailer, renewed its market-leading position with a creative campaign that combined surreal imaginings with everyday life.