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Opinion

The BBC is in a difficult position, and to overcome its challenges it must take radical steps, argues the Beyond Collective’s Zaid Al-Zaidy.

Opinion

Dynamic creativity, viewability, and the use of ad tech for brand building are topics at the forefront of the current conversation.

News

CANNES: Marketers in the beauty sector may need to rethink some of the fundamentals of their craft, right down to how they name products, if they are to succeed in the voice ecosystem, Antoine Borde, L'Oréal’s global e-commerce ...

News

GLOBAL: The best marketers possess a number of “soft skills” that enable them to get the best work out of their creative agency partners and deliver business results, according to two industry figures.

News

CANNES: Marketers should ensure they are paying attention to the complex issues surrounding digital wellness, according to Marc Mathieu, the CMO of Samsung Electronics USA.

Article

Outlines the skills marketers need to enable their agency’s creative team to deliver the best work.

News

GLOBAL: Senior marketers from Diageo, Qatar Airways and Facebook are joining the judging panel for the Effective Use of Partnerships and Sponsorships category in the 2018 WARC Media Awards, announced today.

Article

L'Oréal, the beauty company, is using partnerships to advance its e-commerce agenda in different ways.

Opinion

Nicole Kane, Director of Global Media at McDonald’s and Chair of Judges for the WARC Media Awards’ Effective Use of Data category, spoke to Lucy Aitken about what she wants to see in this year’s papers.

Article

Cereal Partners Worldwide, a joint venture between Nestlé and General Mills, is seeking to change perceptions of cereals among younger consumers.

Article

L'Oréal, the beauty company, believes e-commerce is essential for its future growth, and is thus attempting to prepare for the next wave of innovation in this space.

Article

Samsung, the electronics giant, is pursuing ideas that can encourage “digital wellness” among consumers.

Article

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

Article

L'Oréal, the beauty company, is building an e-commerce playbook that is helping it succeed in this increasingly valuable arena.

Research Paper

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.

News

CANNES: PepsiCo, the food and beverage giant, is rigorously tracking the latest trends relevant to its categories to help drive innovation, brand strategy and even potential acquisitions.

Article

Global strategies, campaign updates and trends in the home improvement retail category.

Opinion

Following major moments of scrutiny on a brand, any reaction must have a broad reach and gravitas. Newsworks’ Liz Jaques explores how brands like KFC, Tesco, Oxfam, and – notably – Facebook have done this.

Article

Online identities in China are very different to those in the West – marketers should consider media consumption patterns, compartmentalised identities and individualism vs collectivism.

News

CANNES: Diageo, the alcoholic drinks manufacturer, has seen impressive results having built a marketing effectiveness tool that offers granular insights into the impact of its communications.

News

GLOBAL: Strategy needed to go far beyond a creative asset in 2018, a WARC analysis of the 169 campaigns entered into the Cannes Creative Effectiveness Lions finds.

Opinion

For planners, spending time outside the bubble of adland is a necessity, argues Deutsch’s Rob Campbell in an essay for  WARC’s Future of Strategy report 2018 .

Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

Opinion

Is it time to set strategy free? Tying strategy to creative limits the discipline’s potential, argues JWT’s Shekhar Deshpande in an essay for WARC’s Future of Strategy report 2018 .

Article

Tamara Mellon, a direct-to-consumer luxury footwear brand, has recovered from Chapter 11 bankruptcy protection to truly disrupt the fashion category.