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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.

Article

This article examines client-agency relationships and provides advice and insights for clients to manage their agencies effectively.

Article

Ed Cotton, chair of the 2012 4A's Strategy Festival, discusses with Warc's Geoffrey Precourt the evolution of planning and the influence played by technology.

News

LONDON/WASHINGTON: The inaugural  Admap Prize  has been won by Nick Hirst of Dare, the London-based agency, for his paper arguing that "experience architecture" will shape the future of planning in brand communications.

Article

Brands need to decentralize and learn to control less to react to the pace of change in marketing. An industry that has been demonstrating a real-time planning approach for years is publishing.

Research Paper

Digital media has profoundly affected the advertising industry as new channels supplant traditional media and Internet advertising moves beyond rudimentary display ads to the likes of viral video and social networking.

Article

The keynote address of Visa CMO Antonio Lucio to the ad:tech San Francisco conference is the focus of this report.

Article

This paper examines the growing pressure on mainstream UK advertising agencies to offer a digital capability to meet competition from online specialists in a growing market.

Article

The article lists ten main issues that will define the task for marketers in the next few years: think global; culturally diverse cities; the elderly; personal health and health of the planet; the era of cheap food, energy and finance is over; more transparent company structures, which marketing must manage; generational differences which drive both customers and staff must be understood; new media, especially the internet, will need to be understood; brand communications will be about creation, content and cooperation; new agency structures will be needed.