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Article

Failure can play a positive role and bring significant personal and professional development – qualitative researchers need to balance their fear of failure with a willingness to take risks in order to maintain an innovative edge.

Case Study

Beauty brand Dove built an online campaign around an old nursery rhyme to broaden the definition of beauty in the Indian market.

Case Study

Shell, the oil and gas company, increased sales of its Shell Advance Scooter Oil in Asia by targeting consumers and mechanics separately.

Opinion

Today’s most effective media pitches are driven by five common desires. David Indo, CEO at ID Comms, reveals what advertisers increasingly demand from their media agency.

Article

This article describes what it would actually mean for adtech and martech to come together and the hurdles that would have to be overcome.

News

NEW YORK: Agencies will need to enhance their focus on delivering brand experiences as they endeavor to serve future client needs, according to Mukul Deoras, Chief Marketing Officer of Colgate-Palmolive.

Article

Colgate-Palmolive, the consumer goods company, believes that agencies will need to become more integrated in the future if they are to fully serve the changing needs of clients.

Article

In this viewpoint, the author argues there are parallels between Kodak’s inability to take advantage of the shift from print to digital and the current state of the market research industry.

Article

This article provides guidance and key reading on brand safety, including the impact fake news can have on brand credibility and how brands can ensure advertising appears in appropriate and relevant contexts.

News

NEW YORK: Agencies should consider directly challenging management consultancies in areas such as technology and strategic services, according to Rishad Tobaccowala, Chief Growth Officer at Publicis Groupe.

Research Paper

This paper investigates how market research findings are typically shared by research agencies and their clients, and explores new ways of sharing these results for high impact within - and integration into - a client’s business.

Research Paper

This paper explains how easyJet, the European low-cost airline, maximised insight value by adopting LEAN methods within the brand and its extended team of partner agencies.

Article

This event report outlines advice from Burger King, the quick-service restaurant chain, regarding how to become a better client.

Article

This article summarises the insights from a series of key papers addressing client-agency relationships, which has seen many changes with globalisation and digital transformation.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

Article

This article examines how marketers should respond to the ongoing trend in B2B organisations by which buying is becoming more complex and buying journeys more digital, while marketing silos are coming down.

Article

This article claims that many marketers take an unsophisticated approach to key account management, even though the majority of their business comes from a few big customers, and identifies five steps they can take to improve their efforts.

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 report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.

Case Study

This case study shows how the Bergen International Festival (FiB), a Norwegian music and theatre festival, reengaged with its audience by rebranding itself.

Case Study

This case study shows how ArtFund, an arts charity, successfully developed its brand over six years to increase brand awareness and subscription levels across the UK.

Research Paper

This report details the findings of a study into the costs and economics of the programmatic advertising ecosystem, and offers practical solutions to help advertisers take greater control of their programmatic investments.

Article

This article addresses the current issues facing marketers that use programmatic advertising, based on a study spearheaded by the Association of National Advertisers (ANA) and Association of Canadian Advertisers (ACA).

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

NEW YORK: Brands have placed their advertising agencies under ever closer scrutiny this year and it appears agencies are responding to this and other pressures by cutting back on their budgets for next month’s Cannes Lions.