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Article

Brief writing is a core discipline that obliges the author to specify exactly what is required and expected in a compelling way, and affords a reference point against which to judge any outcome.

Case Study

This case study demonstrates how Deep RiverRock, the Irish water brand, managed to become the bottled water of choice for 18-35-year-olds in Ireland.

Article

This essay argues that agencies are fundamentally optimistic, while boardrooms are rather more glass-half-empty; agencies look to optimise while boardrooms prefer to limit damage, so agencies should use this paradigm to prove their value as 'immunisers'.

News

NEW YORK: Agencies may need to find new ways of integrating creative and media responsibilities if they are to serve the evolving requirements of clients, according to Keith Reinhard, Chairman Emeritus of DDB Worldwide.

Article

This article is based on an interview with Keith Reinhard, DDB Worldwide's Chairman Emeritus, and discusses many of the fundamental questions now facing the advertising industry.

News

LONDON: Jeremy Basset, the head of Unilever Foundry, the FMCG giant's platform to engage with start-ups and innovative companies, will chair the judging panel of the 2016 Warc Prize for Innovation.

Article

This event report outlines some views on the future direction of the planning discipline, which has had to cope with sweeping changes in the industry, not least the digital revolution.

News

LONDON: The future of the advertising industry lies in greater integration with other business functions, particularly technology, according to Sir Martin Sorrell.

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.

News

LONDON: Travel brands should consider a more sophisticated marketing approach when it comes to older consumers rather than simply putting them in a catch-all over-50 category, new research has claimed.

Article

This event report looks at research into consumer lifestages and suggests that marketers are often guilty of stereotyping different age groups and need to rethink their strategies as people's life journeys become ever more complex.

News

LONDON: Leading agency figures from BSSP, Cheil, Deutsch and McCann start the line up for the judging panel for the Warc Innovation Prize for 2014, chaired by Peter Espersen, head of community co-creation at Lego.

News

NEW YORK: Agencies must rapidly respond to the trend of disintermediation, and the "alert call" of brands setting up in-house shops, by creating more responsive and flexible models, a paper from Warc has argued.

Article

This event report discusses how Bose, the audio equipment brand, successfully enhanced the quality of the advertising produced by its in-house agency.

Research Paper

Advertising agencies are incorporating new forms of interactive media into campaigns as media continues to rapidly change.

Article

This event report looks at how BBDO is using mobile within the media mix, focusing on a campaign it ran for Snickers, the chocolate brand, in the UK.

Article

This article looks at the growth potential for brand owners who wish to take traditional ethnic minority brands and develop a mainstream presence for them in Britain.

Research Paper

This paper summarises some of the key experiences to have come out of India as it marks its 15th anniversary of the introduction of TV peoplemeters.

Article

This article looks at how customer loyalty is shifting in the UK, US, Brazil, China and India. Brands need to review how they are delivering value to their audience across channels; equally, they need to have an integrated strategy to deliver a seamless experience regardless of the touchpoint.

Article

This article looks at how brands are using qualitative research and how the methods employed are changing.

Research Paper

Catapult Marketing partnered with IPSOS-OTX to study consumers' attitudes to digital shopper marketing (DSM) technology, including awareness of various DSM tools, how these tools affect shopping habits and how helpful consumers find them.

News

NEW YORK: Agencies will retain a central role in advertising and marketing going forward, but may need to pursue a more integrated approach to best serve brand owners, a study has suggested.

Article

Laxity about the definitions we use is rife, such as the conflation of Media Neutral Planning (MNP), Communications Planning (CP) and Integrated Planning (IP).

Article

An effective campaign in the 1990s used an average of three media channels; in 2010 it used seven. We can infer that campaigns are using more channels by spending less on each.

Article

This briefing offers an overview of the history, theories and key trends related to Channel Planning.