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Article

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.

Article

This article provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

Article

This article examines the rise of online video and on-demand services, cutting across traditional TV audiences, though TV has retained its position as the dominant awareness-raising medium.

Article

This event report analyses the process of building a successful brand, from the point of view of three established brands: Just Eat, Disney and Philips.

Article

This article warns against overdependence on the use of the liking of an ad as a metric of its effectiveness.

News

LONDON: Online businesses are now the biggest TV advertisers in the UK, according to a new industry study that also revealed £5.27bn was invested in TV advertising in 2016.

Article

This article discusses the importance of brand meaning and the threats that have emerged against it in the digital age.

Article

This article examines how vital the use of TV is for financial services brands, especially ones that operate in the property and casualty insurance space.

Article

This article argues that the real role of the strategist is to find new growth by answering the big questions that face the organisation and embracing the need to step beyond the conditions that have delivered success to date.

Article

This article reveals the results of a survey of 2,000 UK consumers to find out their views towards online brand storytelling, a trend that is fast becoming the de facto choice for brands.

Case Study

This case study describes how the Insurance Australia Group's brand NRMA Insurance differentiated its cover from its competitors.

Article

This article sets out five tips for better storytelling in advertising, eliciting emotions from people and generating better business results.

News

LONDON: UK search advertising expenditure reached £783m in the first six months of 2014, with financial services emerging as the top-spending category, according to new research.

Article

Charles Vallance, chairman and co-founder of creative agency VCCP, shares the books that have influenced him most.

Article

Using the example of the 'Dulux dog', this column discusses the importance of relevance in advertising.

Article

Dr Robert Heath uses approaches from cognitive science and psychology to explore the effects of advertising on consumers' minds.

Article

In an age when search engines are increasingly becoming the filter for brands, the choice of words has never been so important.

Article

The process by which brands become iconic is more often accidental than designed, says Nigel Hollis, Millward Brown's chief global analyst.

Article

Warc's 2012 Toolkit is a guide to new ideas and best practice in marketing from around the world, based on analysis of key papers and case studies by Warc's editors.

Article

In this Point of View, Nigel Hollis questions whether the rapid uptake in social media is in fact a bubble.

Article

The final chapter of the IPA's Datamine report, New Models of Marketing Effectiveness, looks to the future - discussing with a set of leading agency and client practitioners the state of thinking now, the practical issues that impact the evolution of communications organisation - and the potential shape of effective campaigns in the future.

Article

This report on day two of Warc's Measuring Advertising Performance conference covers presentations on measuring digital and social media campaigns from a range of research agencies.

News

Effectiveness case studies, particularly relating to an animated meerkat, and digital insights featured prominently in the interests of Warc's UK audience this year.

Article

This briefing offers an overview of the history, theories and key trends related to Twitter. It summarises characteristics of different uses and users of the micro-blogging website.

Article

This article investigates best practice for naming a product and what works best in advertising it. He argues that, while almost any name can come to mean almost anything over time, the most important function of a brand name is to differentiate that brand from its competitors and, if possible, to do so in a way that helps build a rich network of attractive and distinctive associations around the brand.