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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.

Opinion

Ken Auletta has put the advertising industry in the crosshairs in his new book. At the 4A’s (American Association of Advertising Agencies) 2018 Accelerate Conference, The New Yorker journalist was tackled by Bill Koenigsberg, president/CEO of Horizon Media.

News

SYDNEY: It’s time for marketers to take back control from procurement and focus on creating value rather than just saving costs, according to the head of the Australian Association of National Advertisers, John Broome.

Article

The Financial Times favours direct relationships with advertisers which theoretically reduces its exposure to fraud.

News

HANGZHOU: Tmall Global, the Alibaba-owned online marketplace that specialises in cross-border e-commerce, has announced plans to open six new procurement centres around the world in a move expected to benefit overseas brands.

Article

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

Article

Argues that the 90s were not a golden age but marketing is about to enter one, thanks to changes in data gathering and technology.

Article

Describes how brands need to look for growth opportunities in smaller connected communities in a post-trust world.

News

GLOBAL: Advertisers are having to rethink the way they invest in paid media and take greater responsibility for their investments rather than outsourcing the task to agencies, an industry figure has argued.

Article

Defines what media transformation is, provides ways that marketers can implement it and how agencies also need to change in terms of the service they are providing.

Article

This book, by David Meikle, sets out to answer the question of how to get an audience to really notice your advertising and gives marketers a framework for getting the best out of their agencies and managing the expectations of their procurement teams.