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Opinion

There is more to media choices than audience vs brand safety. UM’s Lawrence Dodds asks whether ethical considerations should become fundamental.

Case Study

Saregama, a music company in India, created a new product to monetise its music archive and appeal to older people.

Research Paper

This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.

Opinion

In the marketing space, a consistent failure to define the problem creates consistently suboptimal marketing results.

Article

Explains the current trends in the highly complex and fragmented landscape of connected TV and provides tips for brands tackling this area as its popularity increases.

Article

Explores the findings from new research into how technology impacts consumer trust and offers a 12 step trust programme for organisations to follow.

Article

Amy Rodgers, research editor at WARC, Adrian Ho, founding partner at Zeus Jones, and Ian Edwards, planning director at Facebook UK, discuss key stats and findings from interviews with over 550 planners and strategists around the world.

Opinion

Strategists have been pushed to the middle of the marketing equation, in touching distance of both high-level direction and on-the-ground execution, but in control of neither.

Opinion

Strategic planning has become devalued, says Leo Rayman. It needs to focus on what matters – not tech and data but big ideas and commercial growth.

News

Here’s what you need to know this week: The seven skills marketers need GLOBAL: The best marketers possess a number of “soft skills” that enable them to get the best work out of their creative agency partners and deliver business ...

News

SYDNEY: The traditional gender roles presented in advertising are no longer fit for purpose in a modern world, but advertisers are struggling to catch up, according to two agency planning experts who have updated the standard brand archetypes.

Opinion

Strategy is a lot bigger than advertising, or even communications, argues Zeus Jones’ Adrian Ho. Strategic skills are fundamental to almost every aspect of business and should be allowed to stand on their own.

Opinion

Complexity is the new normal, says Facebook’s Planning Director, Ian Edwards, as he explores the necessity of communications strategy.

Article

The traditional Jung-inspired ‘12 Brand Archetypes’ are outdated – this article outlines alternatives that better reflect and promote more accurate representations of gender within creative work.

Article

Outlines the skills marketers need to enable their agency’s creative team to deliver the best work.

Opinion

To mark the launch of the Future of Strategy 2018, 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.

Opinion

For planners, spending time outside the bubble of adland is a necessity, argues Deutsch’s Rob Campbell in an essay for  WARC’s Future of Strategy report 2018 .

Article

Paula Bloodworth, brand strategy director at Nike, Wieden + Kennedy, Leo Rayman, CEO at Grey London, Dan Burdett, chief marketing innovation officer EMEA at eBay and Frank Reitgassl, former head of Strategy at BBH and director of brand strategy and creative at Mondelez discuss the most important issues and challenges in strategy.

News

GLOBAL: Strategists are seeing their discipline in flux, with growing influence offset by cuts in client budgets and new competitors emerging, according to WARC’s Future of Strategy Report 2018, a worldwide survey of over 500 senior planners ...

Article

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.

Opinion

VIDEO:  WARC’s Future of Strategy Report 2018 revealed a sense of optimism across the discipline, but a new competitive landscape and budget shortages remain present.

Article

Condé Nast, the media company, and Neuro-Insight, the research firm, employed neuroscience to understand the impact of pharmaceutical ads in different online environments.

Gunn Report

JCDecaux, the outdoor media owner, used its billboards to solve an urban problem in Brazil.

News

GLOBAL: The role of planners and strategists is arguably more vital than ever before but too often current agency structures mean their contribution is undervalued or undersold, according to Guy Murphy.

Article

Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.