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Opinion

The entry deadline for the IPA Effectiveness Awards is in sight. Even if you are behind schedule, don't panic! IPA Effectiveness Editor Carlos Grande summarises how to avoid the most common pitfalls that keep entrants off the Awards shortlist.

Article

Advertising scholars have been hesitant to identify creativity as the heart and soul of advertising, and that has produced a chasm between themselves and practitioners.

Article

Outlines the types of technologies available to shopper marketers and establishes a strategic framework by which third-party brands can enhance the effectiveness of their in-store marketing.

Article

Ethnographic research can provide qualitative insights to help grow brands, so long as it does not simply become another academic exercise.

Opinion

While the multi-platform world presents significant opportunities for brand advertisers, it also presents new challenges.

Article

John Griffiths, Founder of Planning Above and Beyond Ltd, discusses how Account Planners can prepare for the future, as we hurtle towards automation and management consultancies begin to get their foot in the agency game.

News

LONDON: Imagine the Possibilities, a campaign devised by BBDO New York / San Francisco for Mattel’s Barbie doll brand, has won the Grand Prix at the 2017 APG Creative Strategy Awards.

News

LONDON: There are various types of strategy, with a plethora of prefixes – business, marketing, brand, advertising – to further muddy the waters, but, says an industry expert, you will generally have one brand strategy and you can have ...

Article

This paper advises on how to develop a communications strategy and outlines the skills that need to be employed in strategic thinking for anyone in an account planning role.

Case Study

Unilever's deodorant brand Axe Target achieved its marketing goals through innovation on radio combined with the use of mobile.

Article

In this webinar Faris Yakob, Co-Founder of Genius/Steals and Author of Paid Attention, discusses how individual and agency biases operate, how to spot them, and work with or around them.

Article

This article argues that planners must develop a granular understanding of the “products” of their craft in order to deliver effective work.

Article

This article outlines the importance of process to planners, and is based on the views of Faris Yakob, a co-founder of consultancy Genius/Steals.

News

NASHVILLE, TN: Planners must ensure their work is supported by a clear underlying philosophy, according to Faris Yakob, the co-founder of consultancy Genius/Steals.

Article

This article addresses the importance of philosophy for planners, based on the insights of Faris Yakob, the co-founder of consultancy Genius/Steals.

Article

In this webinar, Faris Yakob discusses agency planning tools and processes and an approach to integrated planning.

Article

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

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.

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.

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 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.