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Research Paper

Significant resources have been devoted to educating the public about the danger of driving under the influence of alcohol, including antidrunk-driving advertising.

Article

Global automotive giant Nissan is moving toward a more collaborative partnership with its agency partners, as the pace of modern marketing forced a more integrated approach.

Gunn Report

Pedigree, the pet food brand, transformed its treat product into a positive every day purchase in New Zealand through a campaign that created a mobile accessory and app that appealed to both pets and their owners.

Opinion

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.

Opinion

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

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

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

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.

Opinion

If the future of advertising lies in direct marketing, then that marketing must return to delivering content worth consuming, instead of an endless stream of sales messages based on previous purchases, Faris Yakob believes.

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

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

This book by Sam Knowles shows readers how to tell powerful and purposeful stories by using data and statistics as the foundations and provides the tools, permission, and confidence to use data with more impact.

Opinion

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

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.

Opinion

Everywhere you look, it’s all about transparency. Advertising and media has grasped the importance of this issue in recent years to such an extent that it has, ironically, become one of the industry’s most visible issues, argues the 7stars’ Jenny Biggam.

News

HOLLYWOOD, FL: Marketers hoping for stronger creative work must look beyond a reliance on templates when crafting briefs, and instead make this process a truly collaborative exercise with their agencies.

Article

In e-marketplaces, consumers often have to choose a seller from which to purchase a product. The author argues that seller choice depends on both evaluations of the display price of the product, related to anchoring, and sellers’ review volume, related to assimilation-contrast.

News

MUMBAI: Burger King’s chief marketing officer believes that marketers have to be prepared to take risks in order to make the sort of stand-out work that has a real impact on sales – an approach he expects to apply in India in the ...

Gunn Report

The confectionary brand, Skittles, used the US Super Bowl to reach the masses by showing an exclusive ad to just one teenage fan, the public could watch his reaction via a Facebook live stream on Super Bowl Sunday.

Article

The ambient cake category is seen as old fashioned and has experienced a decline in purchase intent.

News

CANNES: One year after the announcement that Publicis Groupe, the world’s third-largest advertising holding group, would cease marketing and award spend, the company has revealed the source of its attention.

Article

Publicis was back in Cannes following a year of development on its new platform, Marcel, which aims to transform the group’s client offer.

Case Study

Mattel, a toy manufacturer, changed the perception of Barbie among millennial mothers to something their children could be inspired by with its Imagine the Possibilities film and introduction of Tall, Curvy and Petite Barbies in the US.