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Opinion

Marketing as a profession has allowed itself to be moved downstream, and ‘business consultants’ have come in to fill the void.

Article

Examines the potential of artificial intelligence in business and of its impact on human society in the long term.

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

Looks at the history and evolution of Market Leader in response to the marketing industry.

Article

Examines the changing opportunities in the Scottish economy, from the declining financial sector to the craft beer revolution.

Opinion

Resisting the urge to make predictions for the year ahead, Gareth Kay offers up three wishes that he hopes will happen this year, in order to move towards creating a more robust and vital marketing industry.

News

NEW YORK: Agencies have traditionally managed most of the communications problems facing brands, but John Deighton, of the Harvard Business School, believes that deeper, richer sources of information technology (IT) might redefine such basic ...

Article

The growth of the internet and the convergence of IT and advertising will slowly lead to marketing being conducted on small set of dominant design platforms.

Opinion

The Association of National Advertisers’ annual Masters of Marketing conference painted a depressing picture, says Gareth Kay, with driving greater efficiency being lauded over the creation of valuable brands and end-to-end brand experiences.

News

ORLANDO, FL: Marketers who want to exert a greater influence in the C-suite must ensure they “speak as businesspeople” rather than using the language of “artisans”, according to Antonio Lucio, Global Chief Marketing & ...

Article

HP Inc. faced a distinctive brand challenge as half of the former Hewlett-Packard, a company which split in two in late 2015.

Article

This article examines how better use of data can help marketers adapt to the changing face of marketing.

Article

This article explores the rise of blockchain technology, originally created to underpin digital currencies like Bitcoin and now mooted as a means to rid the digital advertising industry of its ongoing fraud and transparency crises.

Case Study

This case study highlights several campaigns run by the award-winning advertiser ANZ Australia including the 'push for an equal future' and 'GAYNZ - A bank fit for a queen' campaigns.

Article

This article outlines how American Express, the credit card company, investigated the role of mobile in its customer journey.

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.

News

CAMBRIDGE, MA: Chief marketing officers tend not to last very long in their roles and one reason they have the highest turnover of any boardroom position is that their job is often badly designed, two academics have argued.

Opinion

Planners need to be the change agents inside their agencies and help change how we work to guarantee a more fulfilling future, says Gareth Kay.

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.

Article

This article features interviews with the shortlisted candidates for the Marketing Leader of the Year 2017 award, from brands such as Nationwide, M&S, Just Eat and more.

Article

This article advises that complex business problems cannot be solved one silo at a time and that both agencies and clients need better integration.

Research Paper

This paper shares learnings from PepsiCo India as the company makes fundamental changes to its Insights function in order to widen the team's sphere of impact within the wider business.

News

SINGAPORE: Asia-Pacific today accounts for most of the growth of the global economy, yet surprisingly few C-suite marketers in the region feel completely confident about their ability to remain competitive in the near future.

News

NEW YORK: Marketers are typically given a secondary role when otherwise consumer-centric firms suffer data breaches, meaning the response to such crises often does further harm to brand reputation, a new paper in the Journal of Advertising Research ...

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.