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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 ...

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.

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 planners need to embrace the idea of smart strategy collectives that will help their development into experience designers.

News

NEW YORK: Striking the right balance of creative originality and strategy requires agencies to consider a variety of structural factors, according to a study published in the Journal of Advertising Research (JAR).

Article

To celebrate the 50th anniversary of the birth of account planning, two industry veterans recall their time at two of the most influential advertising agencies in shaping the discipline – JWT and BMP.

Opinion

We’re currently living through the ‘mid-digital age’, according to Zenith ’ s Tom Goodwin, but it’s time marketers started considering the post-digital age.

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

LONDON: The great majority of both agency CEOs (68%) and brand CMOs (72%) agree that current agency structures, processes and pace of delivery are not evolving at the same pace as a brand’s needs, according to a new survey.

News

LAS VEGAS: Marketers have a "long list" of tasks to accomplish in order to consistently deliver the type of content required to engage today's consumers, a leading executive from Nissan, the automaker, has argued.

Article

This event report outlines how Nissan, the automaker, is developing its model for content marketing.

News

NEW YORK: In a bout of post-election soul-searching, US agencies are reassessing their approach to research and hiring as they consider whether they are employing the right methods and the right people to reach that part of the electorate that ...

Article

This essay argues that agencies are fundamentally optimistic, while boardrooms are rather more glass-half-empty; agencies look to optimise while boardrooms prefer to limit damage, so agencies should use this paradigm to prove their value as 'immunisers'.

Article

This report chronicles the collaboration between ING, the Dutch bank, and agency JWT who used deep learning to create the 'Next Rembrandt' in a major boost for both company's innovative credentials.

News

LONDON: Brands are increasingly looking to change their working relationships with agencies, whether by taking creative work in-house or adopting new models, as a recent survey finds just 8% "very satisfied" with their agency partners.

Case Study

This case study shows how Pepsi Max, the soft drinks brand, used a YouTube campaign in the UK to take on a larger rival and boost brand equity and business results.

Article

This article makes the argument that marketing’s future lies in consumer engagement and that how consumers engage with brands will determine marketing's future success.

Research Paper

Integrated marketing communications (IMC) is accepted widely as a multi-stakeholder strategic business process for brand communications.

Article

This articles sets out the three key structural features that make some agencies better at adding value for clients.

Article

This article sets out some key considerations for planning for newsbrands and gives advice for marketers wanting to make the most of this changing media.

Article

In this article Sir Martin Sorrell, chief executive of WPP Group, outlines the company's collaborative 'Team' model for servicing clients, as well as the challenges and opportunities presented by the digital revolution.

Article

This article provides guidelines for developing digital strategy within agencies, and the business opportunities this unlocks.

Article

This article discusses the challenges and opportunities Big Data creates, and uses examples from the UK and US to argue that to utilise Big Data marketers need to become 'data-centric'.

Article

This report discusses trends and developments in mobile technology, and the impact this will continue to have on advertising.