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Article

This event report provides tips from senior marketers on how to make people feel more secure about a brand without losing excitement and innovation.

Article

This event report provides tips from senior marketers on how to attract and maintain consumers' attention on your brand.

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.

News

GLOBAL: Developing the communications strategy, defining its role in addressing the brand's problem, and transcribing it into a brief for the creative department, are key ways in which an agency adds value, two industry figures say.

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 webinar replays WARC's session on "the Future of Strategy" at the Cannes Lions festival this year.

News

CANNES: Planners have skillsets that consultants do not and therein lies the best hope for agencies facing the encroachment onto their territory of the big management consultant practices.

Article

This event report explores the views of four strategic leaders from across the world as they offer insights on the future of strategy.

News

GLOBAL: Agency planners are generally gaining influence within the marketing industry, but they are also facing threats ranging from cost-cutting clients to the fragmentation of the strategic role, according to WARC's new Future of Strategy report.

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.

Opinion

What skills does the planner of the future need to have? A tough question for today’s agencies, in which the traditional brand planner often needs to share room at the (client’s) table with CRM strategists, social strategists, content strategists and all the rest of the roles that have popped up over the years.

Article

This article explains how marketers can guide brand owners through the prevalent paradoxes of the industry by adopting a paradigm that moves towards a both/and framework.

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 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.

Opinion

How do you craft an award winning creative strategy? At WARC we had the privilege of hearing directly from Dom Boyd (Group Head of Strategy, adam&eveDDB and chair of the APG Creative Strategy Awards) and Craig Mawdsley (Joint Chief Strategy Officer, AMV BBDO) who shared their valuable perspective on what makes an award winning entry.

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.

News

LONDON: Some 15 campaigns from last year have been recognised for their creativity and effectiveness in the latest industry study from the Gunn Report.

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.

Article

This webinar explores how to craft an award-winning creative strategy, with case studies illustrating how an idea can be made compelling.

Opinion

This is a guest post from Dom Boyd, Chair of the Account Planning Group (APG). There are many reasons for strategists to start 2017 full of excitement and optimism .

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 article looks at the problems arising when the advertising industry tries to "no longer waste half of the money spent" by creating targeting efficiencies.

News

Even before Accenture's recent purchase of Karmarama, the growing role of management consultants in supplying the sort of strategic help to companies and brands that might once have been the preserve of agency planners was a hot topic on Warc.

Opinion

In the October issue of  Admap, we considered how the homogeneity of agency briefs, across disciplines and geographies, is antithetical to the goal of differentiation.

Opinion

The marketing industry recently received some sobering news. A  study commissioned by Thinkbox reported a significant disconnect between people working in the industry, and those with whom they are communicating.