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Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

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.

Article

This article provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

Article

This webinar replays WARC's session on "the Future of Strategy" at the Cannes Lions festival this year.

Article

This event report explores two aspects of targeting consumers, whether it ought to be used sparingly with a priority for reaching new consumers, or whether budgetary restrictions demand a more careful strategy, one that seeks engagement.

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.

Article

This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.

News

CANNES: Planners have skillsets that consultants do not and therein lies the best hope for agencies facing the encroachment onto their territory of the big management consultant practices.

Article

This article examines the impact of colour on our subconscious brains, and the challenges faced by brands in using colour to communicate the right information to consumers across categories, cultural context and brand meaning.

Article

This article examines how measuring digital advertising through clicks reveals little about the ad's performance in its target market and is contributing to a worrying trend towards short-termism in marketing.

Article

This event report explores the views of four strategic leaders from across the world as they offer insights on the future of strategy.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

Article

This article provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.

Opinion

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

Opinion

In future, the USP of the successful agency planner will be their ability to synthesise different data sources, argues Anthony Wong.

News

GLOBAL: Agency planners are generally gaining influence within the marketing industry, but they are also facing threats ranging from cost-cutting clients to the fragmentation of the strategic role, according to WARC's new Future of Strategy report.

Opinion

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

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.

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.

News

LONDON: There are four distinct types of family in the UK whose purchase decisions and spending habits are influenced more by attitude than traditional demographic or financial models, according to new research.

News

LONDON: As magazine media become increasingly defined by content rather than platform, media planners need to rethink their role in the media mix, an industry figure argues.

Article

This article provides a best practice guide to using magazine media, which offer marketers highly engaged consumers through the provision of professionally edited, original content – across an array of platforms – focussed on a particular passion point.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Case Study

This case study shows how Hemnet, a property search portal, used big data to create the perfect dream home for Swedish buyers and made it available for pre-sale thus cementing its market leadership.