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Article

Data-driven messaging can be used to deliver a personalised, omnichannel customer experience to each consumer.

Article

Explains the concept of Minimum Viable Product planning, which is the author's own pragmatic approach to strategic planning, based on his experience of working in such environments.

Article

Outlines six challenges that are often thrown at planning’s door and explains how planning is responding.

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.

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.

Case Study

Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.

Case Study

Knorr, a food brand, remade an old brand for a new generation globally by finding fresh insight in a stale category.

Case Study

Transport for London (TfL), a local government body, launched a collective campaign with London police forces to achieve justice for victims of unwanted sexual behaviour in the UK.

Case Study

Toyota Hybrid, an automotive car range, launched a multimedia campaign with the slogan We Choose Hybrid to familiarise consumers with this type of vehicle and drive consideration in Europe.

Case Study

Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.

Article

Creating briefs is an essential component of the advertising process, but is a task that is fraught with complexity.

Case Study

ActionAid, a non-governmental organization, launched Yours, Mrs Claus in the UK as part of its Christmas Appeal.

Article

Explores both and uses lessons from some best-in-class examples to propose an approach to generate more creative uses of data in brand work.

Article

Reveals the books that influenced Louise Nolder, global brand development director at Secret Escapes.

Article

Domestos, the Unilever-owned household cleaning brand, developed a new design strategy for its toilet blocks, a typically low-engagement category.

Article

Argues that the 90s were not a golden age but marketing is about to enter one, thanks to changes in data gathering and technology.

Opinion

The term ‘strategic’ is overused and often misused, says Tim Williams. Marketing professionals should think more carefully about using the word, as calling people ‘strategic’ can make everyone else with a non-strategy role feel unnecessarily undervalued.

Opinion

The research industry will in future be dominated by a very few platforms able to leverage scale in the same way that Amazon and Uber do in their industries, according to Stephen Phillips of ZappiStore.

Research Paper

This study focuses on individual choices made about what ideas to show clients in the absence of copy testing; it examines the decision-making heuristics employed by a global advertising agency.

Article

Amazon, the ecommerce giant, seeks to drive authenticity by ensuring that the customer perspective feeds directly through to its advertising and marketing.

News

BEST OF 2017: WARC’s Best Practice portfolio has grown significantly in the past year to include a wide range of topics, although the most-read paper was about a particular demographic which remains vital to marketers.

Article

Mental health is important to everyone in society, but it is good for marketers and marketing if commercial organisations get involved.

Article

Microsoft, the technology company, takes a nuanced approach to how it develops advertising creative in a bid to make the greatest possible impact on consumers.

Case Study

Mercedes-Benz, a car brand, created one campaign to showcase five cars (The A-Class, B-Class, GLA, CLA and CLA Shooting Brake) by producing a film that successfully encompassed all of the cars into the storyline.

Case Study

This case study looks at how Knorr, a food brand, remade an old brand for a new generation in France and the UK by combining flavor preferences with dating.