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Article

Mastercard, the payments company, has tackled various issues that face any brand seeking to adopt a more integrated approach across numerous markets.

Article

This article offers advice to marketers on the step to building a functional predictive data capacity.

Opinion

Dynamic creativity, viewability, and the use of ad tech for brand building are topics at the forefront of the current conversation.

Article

Data-driven messaging can be used to deliver a personalised, omnichannel customer experience to each consumer.

Article

The results of a major series of eye-opening studies about targeted online marketing were recently published, with significant implications for advertisers.

Article

Explores whether advertisers may be better served reaching consumers on the basis of digital media context.

Article

Explores how moment marketing can be used to effectively maximise consumers' engagement and purchase through reaching the right audience with relevant content at the right time.

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.

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.

News

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

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

Anheuser-Busch InBev, the brewer, tapped the power of blockchain technology to run an innovative mobile advertising campaign.

Article

When Direct Line relaunched in 2012, the insurance business included a greater emphasis on the commercial role of the marketing function within the organisation.

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: Pandora’s acquisition earlier this year of digital audio exchange AdsWizz is set to transform the audio advertising market, bringing in new buyers and shifting budgets, according to the latter’s CEO.

Article

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

Article

Outlines six challenges that are often thrown at planning’s door and explains how planning is responding.

Article

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

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.

Opinion

Everywhere you look, it’s all about transparency. Advertising and media has grasped the importance of this issue in recent years to such an extent that it has, ironically, become one of the industry’s most visible issues, argues the 7stars’ Jenny Biggam.

Case Study

Byblos Bank targeted Lebanese expats with an integrated content campaign to promote its Expat Housing Loans.

Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

Opinion

Thanks to technology it’s possible to understand media in new ways. And if you can pull the different strands together, says Frances Ralston-Good of Hearts & Science, you can develop new consumer insights.

Opinion

AI is a regular feature of news stories across nearly every industry. But, says Stephen Upstone, the headlines hide the fact there's a big human role in making AI work effectively.

Case Study

MailChimp, a marketing automation platform, launched a campaign based on a meme that was created after its brand name was mispronounced on the popular podcast Serial, to increase brand awareness in the US.