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Article

Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.

Gunn Report

In Colombia, the Ministry of Communications & Technology launched a project that enabled even the most rural parts of its country to have access to information on the internet.

Opinion

Ahead of the launch of WARC’s 2018 Future of Strategy Report on 25th July, we are reposting a series of pieces on leadership from former heads of the BBH London strategy team, commissioned by Ben Shaw, the new Head of Strategy at BBH London.

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.

Article

Digital marketing has democratised the world for the 99.9% of businesses that don’t have the money for TV, but in this universe of performance marketing, there is still an urgent need for strategic thinkers.

News

NEW YORK: Striking the right balance of creative originality and strategy requires agencies to consider a variety of structural factors, according to a study published in the Journal of Advertising Research (JAR).

Article

With so many questionable and confusing metrics surrounding digital data, there is an even greater need to find the truth in data, and planners as a team can play a critical role in achieving this, through a holistic ‘total planning’ approach.

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?

Article

Core to any start-up or scale-up is a fast and frantic development roadmap, a meritocratic culture where the only thing that matters is what you can do, and a big vision that has already been sold to an investor, which needs to be quickly realised.

Opinion

Planning cannot afford to keep repeating old mistakes, says Mike Teasdale, if it is to adapt to the rise of data, platforms and short-term response creativity and the decline of long-term brand-building ideas.

Article

For planning to survive commercially in our new cultural reality, it needs to detach itself from outdated advertising agency structures and work in a new way that is faster, flatter and more flexible than before, this paper claims.

Article

Today, the dominant machinery for building brands is technology, so how can planners adapt in the same way that they redirected their skills from broadcast to digital?

Gunn Report

In Germany, adidas helped to transform the attitudes of young Berliners towards their city’s public transport company, BVG, by converting adidas Originals into annual transport tickets.

Case Study

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment in the UAE.

Article

Proving the value of an investment is crucial to maintaining an ongoing supply of money – for CFOs and CEOs, the data is more easily available than ever but agencies are getting left behind as media partners help to answer many of the tougher questions.

Case Study

Leading UAE telco du created a fully integrated campaign to encourage people to actively consider the choices they make when interacting online about painful issues.

Case Study

Byblos Bank targeted Lebanese expats with an integrated content campaign to promote its Expat Housing Loans.

Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

Article

Discusses key characteristics that can help marketers prioritise strategies to bond with the up-and-coming consumer generations and outlines case studies from across the world of brands that are successfully connecting with NextGen consumers.

Article

Explores how the Twentieth Century Fox film studio drove ‘attentive reach’ by incorporating elements of storytelling into its online promotional activity for a new release.

Article

Big brands everywhere are facing challenges from new competitors who have been able to tap into the opportunities offered by digital to establish a closer relationship with consumers.

Article

Publicis was back in Cannes following a year of development on its new platform, Marcel, which aims to transform the group’s client offer.

Case Study

The Socialistisk Folkeparti (SF), a Danish political party, increased voter registration by launching a viral campaign that mocked candidate Trump as the antithesis of its ideology.

Case Study

Adidas Originals, an adidas sub-brand devoted to streetwear, remade Frank Sinatra's My Way and made it the soundtrack to its online video to spread the message globally that original is never finished.

Case Study

Kyrö Distillery Company, a Finnish distillery, designed packaging that told a story in order to promote its gin in Finland, despite strict laws on advertising alcohol.