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News

LONDON: The digital advertising duopoly of Facebook and Google is unlikely to be seriously challenged in the near future so marketers and agencies are simply going to have to think long and hard about how they manage relationships with the two, a ...

Article

This article explores Google and Facebook's digital duopoly, as the two largest players in the digital advertising market are growing faster than any other competitors.

Article

This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

Opinion

This commentary appears in WARC’s new ‘Future of Strategy’ report, based on a global survey of senior agency planners.

Article

This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.

Case Study

This case study explains how hygiene brand Lifebuoy increased sales in the Middle East by inventing a branded attachment that killed germs on shopping trolley handles.

News

LONDON: Consumers use a mix of media, so brands must follow suit. However, an effective multichannel strategy needs to maintain clarity around the task and target audience in relation to brand growth, and be media neutral in opportunity evaluation, ...

Article

This paper explains how brands can engage with consumers in a complex media landscape, arguing that they need to stay rooted in the real lives of their consumers.

Article

This article discusses the future of brand consultancy, arguing that the current model is not fit for purpose; the new breed must place consumer insight at its heart.

Opinion

Sarah Mansfield, VP Global Media Europe and Americas, Unilever, is chair of the judging panel for the Effective use of integration panel at this year's Warc Media Awards .

Case Study

This case study explores how Guinness, an Irish dry stout owned by Diageo's brewing company, strengthened its position as a global brand through the creation of a global platform.

Article

This article argues that established principles of marketing science still apply to new channels of communication and that embracing them in the planning process can make social marketing campaigns more effective.

Article

This article provides fresh predictions for the future of digital in the coming decade as well as lessons learned from the digital revolution.

News

LONDON: Financial services advertisers have been reminded that they must comply with statutory rules governing promotions on Twitter and other social media, following the release of new guidance from the UK's financial regulator.

News

NEW YORK: Papa John's, the pizza chain, has affirmed its commitment to integrated marketing by reframing the role of its creative shop as a "content agency", rather than a traditional advertising agency.

Research Paper

This article examines the understanding and practice of integrated marketing communications (IMC) in organisations since its inception 20 years ago.

Case Study

This case study describes how Joe Boxer, a Canadian underwear brand, undertook a rebranding to develop a premium positioning targeting men aged 17 to 34 in order to maintain its listing at a major retailer.

Article

This article argues that western Europeans need to step outside of their highly secularised culture to understand better the values of other societies.

Article

The end goal of achieving integration is an accepted industry objective, but getting there is a challenge that few have mastered consistently.

Article

The article starts by asking whether there is any such thing as a sure-fire winner when choosing a celebrity to front a campaign.

Case Study

In Australia in August 2011, 50% of teens and young adults hadn't tasted Coke. To re-connect with this group, Coca-Cola printed 150 of the most popular Australian names on its bottles.

Article

With the increasing fragmentation of media, brands need to be able to create integrated campaigns across media and time, to produce ideas through collaboration across disciplines so that the complete customer journey is joined up.

Case Study

Smokefree North West used this campaign to persuade socially disadvantaged people in the north west of England to change their smoking behaviours, by focusing on the dangers of second hand smoke on children.

Article

Integrated channel planning in Asia faces region-specific challenges. Syndicated media usage products let us go beyond broad demographic targeting, category usage and very generalised lifestyle and/or psychographic statements.