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News

GLOBAL: Agencies using their own programmatic tech stack can build better relationships with publishers and deliver more for clients, according to new research.

News

LONDON: Out-of-home advertising is enjoying a renaissance in many markets, as its newfound versatility, driven by data and digital, demands planners reconsider its role on their media plan, an industry figure says.

Article

Research by Ipsos shows that brands and advertising can profit from highly emotional events like the World Cup by creating strong links to the event, proving that context can make a big difference to the emotional response to advertising.

Article

Influencers are becoming increasingly important for brands as they offer potentially the same reach as traditional channels and elicit a level of trust that standard advertising does not.

News

NEW YORK: The US Army will implement “more stringent oversight” of its marketing spend after an internal audit concluded that tens of millions of dollars had been wasted on marketing initiatives in the fiscal year 2016.

News

NEW YORK: Practitioners and academics often focus on very different considerations as they conduct advertising research, but a paper in the Journal of Advertising Research (JAR) has argued that this gap is not insurmountable.

Article

The impact of a brand’s use of technology may extend beyond a product or service and into organisational culture.

Article

Two particular consumer trends give brands new ways to think about how they can use data to be relevant and helpful according to researcher Mintel.

Article

Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.

Article

China is leaping ahead in many aspects of tech-driven brand experience, but still lags behind in voice technology.

News

LONDON: UK banks are failing in their above-the-line efforts to promote themselves as socially responsible organisations, new research suggests, but owned and earned experiences could be a more effective way to achieve a similar outcome.

News

NEW YORK: Blockchain technology could help marketers in areas where trust and verifiability are major concerns, according to Rolfe Swinton, director/data assets for North America at research firm GfK.

News

WASHINGTON DC: Further evidence of the intense interest in all things audio comes from The Washington Post which has created a way of inserting advertising automatically into podcasts.

News

LONDON: Collaboration within the UK newspaper industry has reached a new level with the launch of Impact, an initiative that enables advertisers to buy a package across titles that compares with TV, out of home and radio on reach and price.

Article

Blockchain solutions are generating considerable buzz, but it can be challenging for marketers to determine where this technology could make a real difference to their activities.

Opinion

Ahead of the launch of WARC’s 2018 Future of Strategy Report on 25th July, we are reposting a series of pieces on leadership from former heads of the BBH London strategy team, commissioned by Ben Shaw, the new Head of Strategy at BBH London.

News

NEW YORK: Successfully balancing the old and the new has helped Levi Strauss turn around an erratic financial performance, according to the apparel brand’s chief executive officer.

Article

To celebrate the 50th anniversary of the birth of account planning, two industry veterans recall their time at two of the most influential advertising agencies in shaping the discipline – JWT and BMP.

News

MUMBAI: International beer brand Heineken data-mines micro-moments and consumer behaviours to make the most of its sponsorship of the UEFA Champions League, according to a senior marketing executive at the brand.

News

EUROPE: Private label’s value share is growing by 4% a year across European grocery markets and reached 39.4% in 2017, according to new research which reports that private label outperforms national brands in the UK, Germany, Spain and Italy.

Article

Digital marketing has democratised the world for the 99.9% of businesses that don’t have the money for TV, but in this universe of performance marketing, there is still an urgent need for strategic thinkers.

News

NEW YORK: Striking the right balance of creative originality and strategy requires agencies to consider a variety of structural factors, according to a study published in the Journal of Advertising Research (JAR).

News

LONDON: As companies operating in the B2B sector get bigger there is a tendency to downgrade the role of marketing, new research suggests.

Article

Planning was designed for the 20th-century business model, forged as a brand-centric discipline to serve mass-market products, but 21st-century business models are different.

Article

As big advertisers bring more activities in-house, agencies are in danger of becoming arms-length ‘vendors’, focused on a narrow set of activities, with their income mandated by procurement functions, so where are the big brand ideas going to come from that support the old mass marketing model, and will planning be involved?