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Article

This article provides a best practice guide on how to map the customer journey in order to gain a better view of the ecosystem from inside the business and understand how customers experience a brand.

Article

This paper explores best practices for using music to build a brand – one of the least understood elements of brand building.

Article

This article looks at the comparison between two approaches to consumer decision behaviour - the utility model (RUM) and Random Regret Modeling (RRM) - and offers a hybrid solution to provide a more effective framework.

Article

This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.

Article

This article provides a summary of how Header Bidding works, its benefits and drawbacks and best practices for how agencies and marketers can leverage Header Bidding to achieve their campaign goals.

Article

This article provides insights into consumers' current usage of voice technology and practical steps for marketers who want to take advantage of this growing trend.

Article

This article provides a best practice guide to setting up and getting the best from aData Management Platform (DMP), which allows businesses to collect, integrate, manage, segment and activate large volumes of customer data across marketing channels.

Article

This article provides a best practice guide for advertisers to ensure their digital advertising is based on the right contracts and sufficient data to guarantee media transparency and brand safety – that is, their ads appear in an appropriate online context that does not damage brand reputation.

Article

This article provides a best practice guide to social media listening – the process of capturing mentions of brands on the internet – and how marketers can better understand and respond to their audiences’ feelings and sentiments.

Article

This article provides a best practice guide to using magazine media, which offer marketers highly engaged consumers through the provision of professionally edited, original content – across an array of platforms – focussed on a particular passion point.

Article

This article provides a best practice guide to developing an account-based marketing (ABM) strategy, which treats individual accounts as markets and focuses business-to-business marketing on specific organizations.

Article

This article examines how to maximise digital ad effectiveness, and the various factors marketers have to take into account when creating digital display and video.

Article

This article offers six best practice ideas to help marketers better target the huge and diverse demographic of women, who today make between 70% and 80% of all purchases worldwide.

Article

This article details how audience measurement methodologies are adapting to the growth of digital access in a range of media, including TV, radio, print and out of home.

Research Paper

This report details the findings of a study by the ANA and White Ops into bot fraud in the digital advertising ecosystem and gives recommendations on best practices for detection and prevention.

Article

This article explains how using cinema in the media mix can help build brands and deliver impact and cost efficiency in today's cross-media landscape.

Article

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.

Article

This article explains how artificial intelligence and machine learning are currently being used in advertising, and what the possibilities as well as the limitations are for the future.

Article

This article outlines some of the major issues faced by buyers of programmatic advertising, including viewability, fraud and suitable context, and the measures they can take to counteract them.

Article

This article explains the pros and cons of programmatic TV (PTV), and how it differs from other programmatic media including addressable TV, streaming, video-on-demand and digital out-of-home.

Article

This article outlines the steps brands should follow to develop a successful in-house agency, taking as an example the BBC's in-house creative agency, which was set up to co-create compelling creative work to maximise the BBC's relationship with its audiences.

Article

This article explains how brands can create video creative that is engaging and brand-centric in order to reward viewers with relevance or entertainment and prevent early skipping.

Article

This article explores the role that communications play in launching new brands, including how to ensure a new brand gets noticed and how to break through consumer indifference and capture their attention.

Article

This article examines ten drivers of successful customer-centric and insight-led organisations, with advice on how to optimise an insights strategy, and how to develop both organisational and individual insights capabilities.

Article

This article examines best practice in influencer marketing, including how to identify the right influencers, how to approach them and how to measure the effectiveness of the campaign.