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News

GLOBAL: Senior marketers from McDonald’s, Spotify and Booking.com are joining the judging panel for the Best Use of Data category in the 2018 WARC Media Awards.

News

LONDON: The mass marketing model is at something of a crossroads with agencies in danger of becoming simply arms-length ‘vendors’, according to an ex-planner who advocates greater focus on distinctive assets and more analytical rigour.

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?

News

GLOBAL: Senior marketers from Renault, IKEA and GSK are joining the judging panel for the Channel Integration category of the 2018 WARC Media Awards.

Research Paper

This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.

News

GLOBAL: WARC is today launching the 2018 WARC Media Awards, a comprehensive set of awards spread across four categories, with a $40,000 Prize fund to reward communications planning which has made a positive impact on business results for brands ...

Article

IBM, the tech company, and Unilever, the consumer packaged goods manufacturer, joined forces to experiment with using blockchain technology in the media-buying process.

Gunn Report

Contains the creative for the 'Cornetto Love Notes' campaign for Cornetto by the agency PHD in Shanghai.

Case Study

Nissan, the automobile manufacturer, emphasised the off-road capabilities of its Rogue crossover utility vehicle (CUV) to increase sales in Canada.

Case Study

Weber Shandwick, a global PR firm, launched a campaign in the US to help companies navigate their responses to political events.

Gunn Report

Contains the creative for the 'Evan' campaign for Sandy Hook Promise by the agency BBDO in the USA.

Gunn Report

Contains the creative for the 'Time Is Precious' campaign for Nike by the agency Wieden+Kennedy in the USA.

Article

Covers the current thinking and reading on the subject of artificial intelligence, a significant step for any industry that manipulates large quantities of data and has to make quick decisions based on those findings; in marketing the implications of AI are far-reaching.

News

GLOBAL: Campaigns from Land Rover, LEGO and Stella Artois are among the 19 papers that have been shortlisted in the Effective Use of Partnerships & Sponsorships category in the 2017 WARC Media Awards.

Case Study

Turkcell's messaging and content app BiP used a media partnership approach to increase its active user base in Turkey.

Research Paper

Metfriendly, the mutual society for the Metropolitan Police in the UK, used qualitative data streams and techniques to reverse membership decline.

Article

Lying at the intersection of conventional marketing and tech, customer experience will be a priority for many brands in 2018.

Article

The financial turmoil of the past decade, increased life expectancy and cultural shifts have changed the attitudes to brands and relative spending behaviours of different consumer segments.

Research Paper

Dulux, a paint brand, used a new research methodology that harnesses the power of social data, which enabled it to understand painting and decorating in the wider context of UK consumers' lives.

News

GLOBAL: Campaigns from Unilever, Vodafone and Walt Disney are among the 20 papers that have been shortlisted in the Effective Use of Data category in the 2017 WARC Media Awards.

News

GLOBAL: Wrigley, Hormel and McDonald’s are among the US brand owners whose campaigns have contributed a quarter of the shortlist for the Effective Channel Integration category in the 2017 WARC Media Awards.

News

GLOBAL: Ferrero, Danone, Unilever, Procter & Gamble and Johnsonville Sausage Co are among the brand owners whose campaigns have been shortlisted in the Effective Use of Tech category in the 2017 WARC Media Awards.

Article

Describes findings from the updated Media2020 Refresh study, which surveyed more than 250 senior marketers responsible for over £5 billion in advertising investment.

Case Study

Pre-natal multivitamin brand Elevit increased sales to expectant parents with emotional video content and targeted digital ads.

News

LONDON: The growing use of artificial intelligence will dramatically change communications planning, especially in low-involvement categories like FMCG, according to two industry figures.