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Case Study

Prudential, the financial services company, used a video distributed through social media to raise awareness of the issue of unemployment among American veterans.

Case Study

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment, at the same time earning positive word of mouth and B2B goodwill.

Case Study

The University of Engineering and Tehcnology (UTEC), a private university in Peru, used an invention and PR to increase interest in its courses.

News

MIAMI BEACH, FL: Procter & Gamble, the packaged-goods manufacturer, is pushing shops from different holding groups to work together, an initiative forming part of a wider effort to transform its agency relationships.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Article

Procter & Gamble, the consumer-packaged goods manufacturer, is transforming the client-agency relationship to reflect the new demands facing its brands.

Article

Consultancies are encroaching on the turf traditionally occupied by agencies but they’re not necessarily going to be pitching for creative work.

News

GLOBAL: Sports sponsorship offers a unique opportunity for brands to reach highly engaged audiences but, warns an industry figure, without activation it is little more than a media buy.

Article

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

Article

The 4A’s (American Association of Advertising Agencies) has a proud 100-year history, but is looking to help its members thrive in the digitally-driven future.

Article

The advertising world is undergoing profound changes, but agencies will still have considerable opportunities in the ecosystem that is emerging.

Article

Examines the changing opportunities in the Scottish economy, from the declining financial sector to the craft beer revolution.

Article

Explains how the benchmarking process can be applied to marketing, describing seven marketing capabilities worth benchmarking, from product development to marketing implementation.

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.

Article

Defines what media transformation is, provides ways that marketers can implement it and how agencies also need to change in terms of the service they are providing.

Article

This book, by David Meikle, sets out to answer the question of how to get an audience to really notice your advertising and gives marketers a framework for getting the best out of their agencies and managing the expectations of their procurement teams.

Opinion

Today’s advertising environment increasingly sees long-term, equity building mass marketing being replaced by short-term, response-generating micro marketing and, says Mike Teasdale, ageism in ad agencies is contributing to the problem.

Article

This article explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.

Article

It has become increasingly clear that the competitive advantage for a brand in the future will revolve around identifying real-time audience behaviours and transforming them into powerful insights.

Article

Agencies with controversial clients can face a significant challenge if these brands get caught up in major social and political debates.

Opinion

Agencies are increasingly aware that they are fighting for business with much larger organizations, says Mirum CEO, Dan Khabie.

Article

Explores the impact of the increasing popularity of in-house agencies and how traditional agencies need to evolve to meet modern time and data demands.

Article

Brexit will have a significant impact on UK businesses, but uncertainty surrounds how it will impact advertising, an industry that generates £6 in the UK economy for every £1 spent.

News

BEIJING: Baidu-backed iQiyi, an online video streaming service, is using artificial intelligence to aid across a range of difficult, often creative, decisions.

Article

Programmatic, personalisation, content, social media, and response-led digital have led to an exponential growth in demand for collateral.