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Article

Two particular consumer trends give brands new ways to think about how they can use data to be relevant and helpful according to researcher Mintel.

Article

Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.

Article

China is leaping ahead in many aspects of tech-driven brand experience, but still lags behind in voice technology.

Article

Anheuser-Busch InBev, the brewer, tapped the power of blockchain technology to run an innovative mobile advertising campaign.

Article

Blockchain solutions are generating considerable buzz, but it can be challenging for marketers to determine where this technology could make a real difference to their activities.

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.

Article

Everything is connected and, increasingly, things are delivered as part of an experience vs. a communication so, in order to evolve, planning needs to understand those connections and find the best way to build brands through and within them.

Article

Planners were the first in the ad industry to take notice of “digital” as an opportunity and were the quickest to blog, to Flickr and to tweet, but to survive, planners must move beyond simply being authors and become doers as well.

Article

Digital marketing has democratised the world for the 99.9% of businesses that don’t have the money for TV, but in this universe of performance marketing, there is still an urgent need for strategic thinkers.

Article

In the 50th year since the birth of account planning, Admap examines the state of play in planning in today’s marketing world with a series of papers that aim to answer the question: what is the future role of planning and planners?

Article

With so many questionable and confusing metrics surrounding digital data, there is an even greater need to find the truth in data, and planners as a team can play a critical role in achieving this, through a holistic ‘total planning’ approach.

Article

Changes in clients’ structure and in-house functions have transformed the relationship between client and agency planner.

Article

The contribution that planning can, and should, make to businesses and organisations today has never been greater, but the chances are that businesses will now turn to management consultants such as KPMG, PwC or McKinsey, instead of getting the planner, or even an agency, in.

Article

It appears that many clients are not taking creative agency planning capabilities as seriously as they are the rise of data and digital services, even though a recent IPA report underscored the value that clients place on optimisation and measurement, revealing that a huge value is placed on strategy.

Opinion

Agency professionals are largely having the wrong conversation, driven by the wrong language. Tim Williams says they should aim to use the value-oriented language of sellers.

Article

Planning was designed for the 20th-century business model, forged as a brand-centric discipline to serve mass-market products, but 21st-century business models are different.

Article

As big advertisers bring more activities in-house, agencies are in danger of becoming arms-length ‘vendors’, focused on a narrow set of activities, with their income mandated by procurement functions, so where are the big brand ideas going to come from that support the old mass marketing model, and will planning be involved?

Article

The rise of digital has, to some extent, changed the long-term requirements of the planning process, with digital native brands, such as Airbnb, disrupting every category.

Article

Core to any start-up or scale-up is a fast and frantic development roadmap, a meritocratic culture where the only thing that matters is what you can do, and a big vision that has already been sold to an investor, which needs to be quickly realised.

Article

For planning to survive commercially in our new cultural reality, it needs to detach itself from outdated advertising agency structures and work in a new way that is faster, flatter and more flexible than before, this paper claims.

Article

Today, the dominant machinery for building brands is technology, so how can planners adapt in the same way that they redirected their skills from broadcast to digital?

Article

Agencies are there to solve problems, but the relationship must shift back toward taking on issues upstream; here planners look at the possibilities.

Case Study

New museum Louvre Abu Dhabi took its famous artworks to the people to generate brand love and increase footfall.

Case Study

Lebanese supermarket chain Bou Khalil used an integrated strategy to tackle the problem of gender inequality and be seen as a driver of change and innovation.

Case Study

Telecoms company Saudi Telecom Company used a light-hearted campaign to increase the number of subscribers to its fixed internet network in Saudi Arabia.