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Data

Summarises the findings of WARC's latest mobile marketing survey, conducted across the UK on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Opinion

As the ownership of strategy becomes ever more fluid, Frank Reitgassl, former head of strategy at BBH and director of brand strategy & creative at Mondelez, argues in this essay for WARC’s Future of Strategy 2018 report that the most important attribute of a planner is generosity.

Opinion

Marketing’s problem is that it controls relatively few business growth levers, says Dan Burdett, Chief Marketing Innovation Officer EMEA, eBay, in an essay for WARC’s Future of Strategy report 2018 .

Data

Summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

News

SINGAPORE: Brand marketing leaders are generally optimistic about increased budgets in the next year, with growing digital media spend and in-house capabilities top of mind for many, according to a new survey by agency network Dentsu Aegis.

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.

Article

KFC, the quick-service restaurant chain, has greatly strengthened its brand in the past few years, and credits Wieden+Kennedy, its agency, for helping drive this process.

Article

Visa, the payments company, has outlined an ambition to become the “most impactful, creative, data-driven marketer in the world”.

News

GLOBAL: Strategists are seeing their discipline in flux, with growing influence offset by cuts in client budgets and new competitors emerging, according to WARC’s Future of Strategy Report 2018, a worldwide survey of over 500 senior planners ...

Article

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.

Article

360i, the agency, has helped brands such as HBO and National Geographic create compelling voice apps that successfully engaged consumers.

Article

360i, the agency, believes that voice technology is a major disruptive force that every marketer has to plan for.

Article

There is a trend for brands to bring more of their media buying activity in-house, but eBay is headed in the opposite direction as it leans more and more on its agency partner.

Article

TD Ameritrade, the brokerage and investment company, has taken numerous steps to help align its marketing with true business drivers.

Article

Outlines the implications for agencies presented by the digital revolution, social media, e-commerce and artificial intelligence.

Article

Outlines several ways that planners need to evolve in order to fulfil clients’ changing needs.

Article

Argues that clients will find it difficult to get the same sort of quality solutions in-house that they could get from ad agencies and offers up a number of pointers on the role that planning could and should play.

Article

Explains how planners need to embrace the idea of smart strategy collectives that will help their development into experience designers.

Article

The controversial issue of transparency between brand marketers and their advertising agencies appears to be at, or very near, a tipping point – but the journey has been slow and torturous.

Article

Agencies are there to solve problems, but the relationship must shift back toward taking on issues upstream; here planners look at the possibilities.

Opinion

The highest order of agency-client relationship is that of the trusted advisor, argues Jim Hubbard of White Door Consulting.

Article

A study by McKinsey & Company, the management consultancy, discovered that combining data and creativity can yield powerful benefits for brands.

Opinion

Traditional ad planners and strategists are facing a unique set of pressures as the worlds of creativity and technology merge ever more closely together, finds Leo Rayman, CEO, Grey London.

Case Study

Whirlpool, a home appliances manufacturer, created a laundry program aimed at reducing, and raising awareness of, chronic student absenteeism from school in the US.

Case Study

Virgin Media, a telephone, television and internet services company, increased demand for its productsin the UK by using its brand ambassador, Usain Bolt, to show what it's like to be the fastest.