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Article

Huggies, the diaper line owned by Kimberly-Clark, has found success in Canada through embracing a clear sense of brand purpose.

Opinion

What’s the right way to reward agencies? Richard Bleasdale, Managing Partner, Asia Pacific at The Observatory International, explains why change is coming.

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

Marketing’s problem is that it controls relatively few business growth levers, says Dan Burdett, Chief Marketing Innovation Officer EMEA, eBay, in an essay for WARC’s Future of Strategy report 2018 .

Article

Samsung, the electronics giant, is pursuing ideas that can encourage “digital wellness” among consumers.

Article

Data-driven messaging can be used to deliver a personalised, omnichannel customer experience to each consumer.

News

SEATTLE: Amazon is reported to be rationalising its sometimes labyrinthine ad business to make it easier for advertisers to buy and manage their campaigns on the e-commerce giant.

Research Paper

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.

Article

Global strategies, campaign updates and trends in the home improvement retail category.

Article

Publicis Media, the media agency network, is adapting to the changing demands of the marketing ecosystem.

Article

Brands are realizing that chatbots can be an integral component in the emergence of conversational marketing as they provide 24/7, personalized, one-on-one communication at scale.

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.

Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

Article

The Association of National Advertisers (ANA) and Marketing Accountability Standards Board (MASB) conducted research into how brands are tracking their sponsorship spend.

Article

Global strategies, campaign updates and trends in the cleaning products category.

News

LONDON: Brand safety has been high on the agenda for marketers over recent years and Mars, the US confectionery and food group, deals with the issue by strictly enforcing its own marketing code of conduct.

Article

Audi USA, the automaker, partnered with Reddit on “Think Faster”, a content series that entertained the service’s users in an authentic, platform-appropriate way.

Article

Visa, the payments company, has outlined an ambition to become the “most impactful, creative, data-driven marketer in the world”.

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.

Article

360i, the agency, believes that voice technology is a major disruptive force that every marketer has to plan for.

Article

Looks at an example of the use of eye-tracking to assess whether people are looking at online ads.

Article

Explores whether advertisers may be better served reaching consumers on the basis of digital media context.

Article

There is a trend for brands to bring more of their media buying activity in-house, but eBay is headed in the opposite direction as it leans more and more on its agency partner.

Article

Research by Ipsos shows that brands and advertising can profit from highly emotional events like the World Cup by creating strong links to the event, proving that context can make a big difference to the emotional response to advertising.

News

GLOBAL: Agencies using their own programmatic tech stack can build better relationships with publishers and deliver more for clients, according to new research.