Opinion
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Zaid Al-Zaidy, August 2018
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
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David Tiltman, August 2018
Dynamic creativity, viewability, and the use of ad tech for brand building are topics at the forefront of the current conversation.
News
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14 August 2018
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
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13 August 2018
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
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13 August 2018
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
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Deb Giampoli and Karen Adams, WARC Best Practice, August 2018
Outlines the skills marketers need to enable their agency’s creative team to deliver the best work.
News
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09 August 2018
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
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Stephen Whiteside, Event Reports, Cannes Lions, June 2018
L'Oréal, the beauty company, is using partnerships to advance its e-commerce agenda in different ways.
Opinion
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Lucy Aitken, August 2018
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
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Stephen Whiteside, Event Reports, Cannes Lions, June 2018
Cereal Partners Worldwide, a joint venture between Nestlé and General Mills, is seeking to change perceptions of cereals among younger consumers.
Article
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Stephen Whiteside, Event Reports, Cannes Lions, June 2018
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
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Stephen Whiteside, Event Reports, Cannes Lions, June 2018
Samsung, the electronics giant, is pursuing ideas that can encourage “digital wellness” among consumers.
Article
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John Nardone, ANA Magazine, Forward, August 2018
Data-driven messaging can be used to deliver a personalised, omnichannel customer experience to each consumer.
Article
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Stephen Whiteside, Event Reports, Cannes Lions, June 2018
L'Oréal, the beauty company, is building an e-commerce playbook that is helping it succeed in this increasingly valuable arena.
Research Paper
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Jameson Watts, International Journal of Market Research, Vol. 60, No. 4, 2018, pp. 408-418
As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.
News
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06 August 2018
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
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WARC Exclusive, August 2018
Global strategies, campaign updates and trends in the home improvement retail category.
Opinion
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Liz Jaques, August 2018
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
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Tom Doctoroff, WARC Exclusive, August 2018
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
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02 August 2018
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
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01 August 2018
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
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Rob Campbell, August 2018
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
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WARC Exclusive, August 2018
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
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Shekhar Deshpande, July 2018
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
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Stephen Whiteside, Event Reports, Cannes Lions, June 2018
Tamara Mellon, a direct-to-consumer luxury footwear brand, has recovered from Chapter 11 bankruptcy protection to truly disrupt the fashion category.
