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Opinion

A recent workshop with young planners, a serious question occurred to Mike Teasdale, one that speaks to the massive shifts that have taken place in the discipline.

Article

Kraft Heinz tapped five principles of ‘white space innovation’ to launch its new cookie product in China’s crowded snacking category.

Article

Kravet, the business-to-business home furnishings company, retooled its e-commerce site in order to better serve its customers.

Article

Addresses how marketers should balance short-term and long-term marketing activity and how these activities work together across different categories.

Opinion

Multiple Gold IPA Effectiveness Award winner Tom Roach, Head of Effectiveness at BBH London, shares a personal perspective on the value of writing an IPA Effectiveness entry, and reveals the top 20 IPA case studies on WARC.

Case Study

Harry’s, the subscription shaving brand, reached a broad audience of men in the US and the UK to connect their brand with progressive ideas of masculinity.

News

Both media agencies and advertisers agree that a close and trusted relationship helps deliver stronger marketing performance, but few advertisers believe that such a rapport currently exists.

News

Westpac, the Australian bank and financial-services provider, is forging a path to the future with “conversational banking” and the development of blockchain technology.

Case Study

Omobono, a leading B2B marketing agency based in Dubai, newsjacked a key industry event to launch its digital report and achieve maximum amplification for minimum budget.

Opinion

Accenture Interactive has been at the forefront of consultancies’ shift into marketing services. Anatoly Roytman is its Managing Director for Europe, Africa and Latin America.

Article

TD Ameritrade, the financial-services provider, believes that procurement departments can play an invaluable role in the marketing space.

Article

20th Century Fox, the movie studio, has tapped the power of data to help it make smarter marketing decisions.

Article

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

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.

Opinion

Agency professionals are largely having the wrong conversation, driven by the wrong language. Tim Williams says they should aim to use the value-oriented language of sellers.

Opinion

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

Article

Chatbots constitute an unparalleled opportunity across the breadth of the health industry, and both for the benefit of consumers and for communications with professionals.

Article

GSK Consumer Healthcare, the pharmaceutical company, has been undergoing a profound digital transformation as it adapts to new consumer and marketplace demands.

Article

Creating briefs is an essential component of the advertising process, but is a task that is fraught with complexity.

Opinion

Ken Auletta’s new  book about the challenges facing the advertising industry was published this week.

News

HOLLYWOOD, FL: 360i, the agency, believes that “no-pitch” ways of trying out potential client–agency relationships could help establish more effective partnerships.

Article

360i, the agency, is seeking to adapt to the changing demands of the advertising world while also encouraging clients to take a longer-term perspective.

Research Paper

Kantar India, the Data Investment Management division of WPP, shares its end-to-end framework for conducting consumer-pricing research and explains how conventional methods do not provide a reliable solution.

Article

This Company Profile from Euromonitor provides key details and analysis of Carrefour SA, the owner of brands such as Dia and Champion.

Article

The article explores the role of customer experience as a key growth differentiator and how some companies are struggling to keep up.