Data
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WARC Data, August 2018
Summarises the findings of WARC's latest mobile marketing survey, conducted across APAC on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
Opinion
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Leo Rayman, August 2018
Strategic planning has become devalued, says Leo Rayman. It needs to focus on what matters – not tech and data but big ideas and commercial growth.
Article
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Geoffrey Precourt and Reed Karaim, Event Reports, ANA Digital & Social Media Conference, July 2018
Mastercard, the payments company, has tackled various issues that face any brand seeking to adopt a more integrated approach across numerous markets.
Article
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Alan Saywood, WARC Exclusive, July 2018
Everyone has their own perspective on the challenges facing the advertising industry.
Article
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Reed Karaim, Event Reports, ANA Digital & Social Media Conference, July 2018
Visit California, a nonprofit tourism group, moved from brand communications to targeting consumer passion points in a bid to boost visitor numbers to the Golden State.
Article
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Geoffrey Precourt, Event Reports, IEG Conference, April 2018
Gillette, the shaving brand owned by Procter & Gamble, has tapped the power of eSports to engage with young consumers.
Article
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WARC Exclusive, August 2018
Global strategies, campaign updates and trends in the home improvement retail category.
Opinion
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Sam Peña-Taylor, August 2018
Following its most recent earnings call, Apple is now worth a trillion dollars. A former creative director of the company believes its recent history has been too “vanilla”, but is vanilla, in fact, effective? Last week, Apple, the maker of the iPhone and the first ever company to be worth a trillion-dollars, announced its quarterly results.
Article
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Mary Connors, Event Reports, ANA Masters of B2B Marketing, June 2018
Cisco, the technology company, is transforming its approach to marketing in reflection of rapidly changing marketplace realities.
Article
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WARC Exclusive, August 2018
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
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Geoffrey Precourt, Event Reports, IEG Conference, April 2018
Anheuser-Busch InBev, the brewer, has developed a bespoke formula for measuring the return on investment (ROI) generated by its sponsorship programs.
Opinion
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David Tiltman, July 2018
Accenture Interactive has been at the forefront of consultancies’ shift into marketing services. Anatoly Roytman is its Managing Director for Europe, Africa and Latin America.
Case Study
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SABRE Awards, South Asia, Special Event, 2018
The National High-Speed Rail Corporation Limited (NHSRCL), an organisation implementing a high speed train project in India, increased positive perception of the initiative by inviting media and influencers to a launch event.
Article
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WARC Exclusive, July 2018
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
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Geoffrey Precourt, Event Reports, 4A's Accelerate, April 2018
20th Century Fox, the movie studio, has tapped the power of data to help it make smarter marketing decisions.
Article
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Mobile Marketing Association, 2018
Provides insights from the 2018 Mobile World Congress (MWC), which discusses the age of hyperconnectivity, issues such as the 4th Industrial Revolution (thanks to 5G) and the application of Artificial Intelligence.
Opinion
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Nick Kendall, July 2018
Ahead of the launch of WARC’s 2018 Future of Strategy Report on 25th July, 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
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Tony Quinn, Admap, July/August 2018, pp. 30-31
Argues that the expertise within consultancies doesn’t lie in brand strategy, the mobilisation of channels or the ability to inspire ground-breaking creativity and provides five steps that planners need to take.
Opinion
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Mike Teasdale, July 2018
Planning cannot afford to keep repeating old mistakes, says Mike Teasdale, if it is to adapt to the rise of data, platforms and short-term response creativity and the decline of long-term brand-building ideas.
Article
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Guy Murphy, Admap, July/August 2018, pp. 12-15
Outlines six challenges that are often thrown at planning’s door and explains how planning is responding.
Article
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Martin Deboo, Admap, July/August 2018, pp. 22-23
Argues that clients will find it difficult to get the same sort of quality solutions in-house that they could get from ad agencies and offers up a number of pointers on the role that planning could and should play.
Article
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Amelia Torode, Admap, July/August 2018, pp. 44-45
Explains how planners need to embrace the idea of smart strategy collectives that will help their development into experience designers.
News
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05 July 2018
CANNES: Despite continuous innovation in the media sector, creative shops have struggled to bring clients compelling strategic data that can ease conversations with the C-suite, according to one client-side marketer.
Case Study
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Tahaab Rais, Aakriti Goel, WARC Prize for MENA Strategy, Shortlisted, 2018
Cheese brand Puck used a provocative film to increase share of voice and market share in Saudi Arabia during Ramadan.
Case Study
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Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2018
Emirates NBD, a young bank in Egypt, used a non-traditional campaign to launch the country's first fully-serviced youth banking product, and drive engagement and acquisitions.
