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Article

Mark Evans, marketing director at Direct Line Group, shares what marketing effectiveness means atthe insurance group.

Article

Marketers get better return on investment from multichannel marketing strategies than investing in a single channel.

Case Study

FUIB, one of Ukraine's top 10 banks, used machine-learning techniques to create a successful media planning model for its advertising campaign.

Article

The work of Les Binet and Peter Field has established that the most effective advertising is split 60:40 between brand building and activation; their latest research looks in more detail at how this works in the context of different categories and purchase behaviours.

Article

A recent study by specialist media consultancy, Work Research, reveals there is disparity between marketers’ desires to pursue long-term brand building strategies and the reality of allocating media money to short-term sales response channels.

Opinion

Waste is something to be avoided, according to many marketers and their favoured digital targeting platforms, while others understand its subtle power.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.

Article

Details how out of home advertisers can implement personalisation by showing how technology can help strengthen personalisation through this channel.

Article

Explains what marketers need to do to successfully use personalisation in their creative approaches and how to measure its effectiveness.

Case Study

Hiroshima Prefecture in Japan took a multimedia approach to educate citizens about its local oysters, increase consumption and make them a local tourism asset.

Article

Helps marketers justify marketing investment to the c-suite by looking at the types of campaigns that are most profitable, the consequences of cutting budgets and how to command a price premium.

Case Study

Anti-bacterial soap bar brand Lifebuoy launched an interactive online initiative in China to stand out in an undifferentiated market and increase sales.

Article

Details how marketers should be using creativity to drive effectiveness by looking at studies that prove the link between the two and advising on successful creative strategy.

Opinion

Hall & Partners’ Ziad Skaff shares what he’s learned from two years of judging the WARC Prize for MENA Strategy.

Article

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.

Opinion

Marketing leaders have a responsibility to invest in the best possible media mix, but that is never easy.

Article

Addresses how marketers should balance short-term and long-term marketing activity and how these activities work together across different categories.

Article

Discusses the techniques marketers can use to estimate the likely impact of marketing activity.

Article

Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.

Article

Addresses the complex question of how much you should invest to ensure effectiveness by providing key evidence based on findings from successful case studies.

Article

Looking at the three challenges brands face when pursuing common knowledge which has implications across the marketing discipline.

Article

The relationship between finance and marketing departments is changing for the better, according to a senior industry figure; a mature, mutually understanding relationship between the two will be transformational for business.

Article

Les Binet, head of effectiveness at adam&eveDDB, and Peter Field, marketing consultant at Peter Field Consulting, share their new paper "Effectiveness in Context", which was launched at IPA Eff Week.

Case Study

Bolia, a Danish retailer of Scandinavian designed furniture, disrupted the traditionally conservative furniture category and leveraged the recession to gain market share and accelerate business growth.

Case Study

Bolia, a Danish retailer of Scandinavian designed furniture, disrupted the traditionally conservative furniture category and leveraged the recession to gain market share and accelerate business growth.