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Opinion

WARC’s Lucy Aitken spoke to Charlie Chappell, Hershey’s Senior Director for Integrated media, and chair of judges for the WARC Media Awards Channel Integration category, about emerging platforms, data, and what makes a great integrated campaign.

Article

This article presents five rules for effective out of home advertising (OOH), stressing that there is a need to balance digital and static sites to make sure ads are seen by enough people.

News

GLOBAL: WARC is today launching the 2017 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

This article outlines some essential guidelines for marketers to ensure that programmatic reaches its full potential, by changing the way they plan, ensuring specialist teams are in place, and helping give the client sufficient understanding of the promises of the technology.

Article

This paper describes how brands can plan a media strategy and maximise effectiveness with newspapers, or, more broadly, newsbrands that now enjoy enhanced reach as audiences increasingly access news online.

Opinion

Planning in the creative space has a long history – and its one we should revisit. In 1964, Stephen King, dissatisfied with the workings of both the media and marketing departments within his agency, developed a new system of working which concentrated on combining consumer research and insights to create more effective, creative advertising.

Opinion

Ron Amram, Vice President of Media at Heineken USA, is chair of the judging panel for the Effective use of partnerships and sponsorships in the Warc Media Awards .

Opinion

Paul Wilson, Managing Partner, Strategy, Starcom MediaVest Group, is on the judging panel for the Effective Use of Tech category at the Warc Media Awards.

Opinion

Debbie Weinstein is Director, Brand Solutions & Innovations (EMEA) at Google. This year, she will appear at Warc's Future of Strategy event at Cannes 2016 Warc's case study editor, Lucy Aitken, interviewed her earlier this month.

Opinion

Jim DeLash is Director, Multi Channel Marketing Execution, at GlaxoSmithKline US, and a judge on the channel integration panel for Warc's Media Awards .

News

BEIJING: Around two thirds of marketers in China want to work with more integrated agencies according to a new study.

Case Study

This case study discusses how Co-op, a UK grocery retailer, changed price perceptions with an emotional ad campaign focusing on essentials such as milk, eggs and bread.

Article

This article argues that big data is most useful to planners when it is used to generate cultural insights.

Opinion

This post is by Rebecca Swift, Director of Creative Planning, iStock by Getty Images Valentine's Day is a major pinnacle event in the UK retailing year, inspiring over £5.4bn in online spend from UK consumers last year (source: Fourth Source).

Research Paper

Social media enable advertising agencies to engage directly with the public by participating in - and observing - real conversations.

Article

In this article Sir Martin Sorrell, chief executive of WPP Group, outlines the company's collaborative 'Team' model for servicing clients, as well as the challenges and opportunities presented by the digital revolution.

Article

This article gives a brief overview of the history of planning, from the 1960s to 2010s, picking out key developments including landmark articles published in Admap magazine.

News

LONDON: YouTube users in the UK are significantly more likely than non-users to buy digital content and to try new products research has found.

Case Study

This article details a research project by ITV, the UK television network, which sought to understand how different groups of people watched television, used technology, and responded to ads.

Case Study

This case study shows how Walmart, the American retail chain, became competitive on a local level and converted new and lapsed shoppers to its stores.

Article

Engagement is still critical for brands but it is in danger of losing its value, so this article argues that now is the time to appreciate the 'engagement entry point' - a brand-specific touchpoint that make people like a brand or not.

Case Study

Cadbury’s confectionery company’s Boost chocolate bar was struggling to maintain relevance in a highly competitive sector.

Case Study

Parmalat, the Dairy food company wanted to launch OAK, a new flavoured milk brand Victoria, Australia.

Case Study

Kraft-Cadbury, the FMCG giant found its Australian boxed chocolate brand Favourites, was struggling to compete with the influx of more premium, upmarket brands.

Case Study

With just 1.7% SOV versus the Big Four banks’ 86% Australian bank, RaboDirect was suffering from low brand awareness.