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Article

Diageo, the alcoholic drinks manufacturer, has enhanced its marketing effectiveness through building a tool called “Marketing Catalyst”.

Research Paper

This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.

Research Paper

Significant resources have been devoted to educating the public about the danger of driving under the influence of alcohol, including antidrunk-driving advertising.

Article

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

Article

Nickelodeon, a media enterprise focused on kids, relies on various brand “pillars” in building the strength of its core assets.

Article

The Advertising Research Foundation (ARF) is creating a new ethical code of conduct for the industry which can address many issues that raise pressing concerns.

Article

TD Ameritrade, the financial-service company, has found an effective means of retaining brand consistency while reaching out to difference audiences.

Article

Explores the changing behaviours and expectations of luxury consumers whose idea of luxury is becoming more experiential and immersive, and driven by technology and on–the–go lifestyles.

News

SYDNEY: Cue Clothing, the fashion retailer, claims to be a leader in omnichannel shopping in Australia and New Zealand, thanks to its development of a unique retail ecosystem that caters not only to the needs of customers but also in-store staff.

Article

Examines key insights on product placement, the subtle form of advertising for promoting branded products and services, which can enhance brand awareness, recall and drive sales.

Opinion

The introduction of GDPR in May caught many businesses off guard, with some withdrawing entirely from Europe rather than becoming compliant.

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.

News

GLOBAL: Senior marketers from McDonald’s, Spotify and Booking.com are joining the judging panel for the Best Use of Data category in the 2018 WARC Media Awards.

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.

Article

To celebrate the 50th anniversary of the birth of account planning, two industry veterans recall their time at two of the most influential advertising agencies in shaping the discipline – JWT and BMP.

Article

Everything is connected and, increasingly, things are delivered as part of an experience vs. a communication so, in order to evolve, planning needs to understand those connections and find the best way to build brands through and within them.

Article

Digital marketing has democratised the world for the 99.9% of businesses that don’t have the money for TV, but in this universe of performance marketing, there is still an urgent need for strategic thinkers.

News

NEW YORK: Striking the right balance of creative originality and strategy requires agencies to consider a variety of structural factors, according to a study published in the Journal of Advertising Research (JAR).

Article

With so many questionable and confusing metrics surrounding digital data, there is an even greater need to find the truth in data, and planners as a team can play a critical role in achieving this, through a holistic ‘total planning’ approach.

Article

As big advertisers bring more activities in-house, agencies are in danger of becoming arms-length ‘vendors’, focused on a narrow set of activities, with their income mandated by procurement functions, so where are the big brand ideas going to come from that support the old mass marketing model, and will planning be involved?

Article

Core to any start-up or scale-up is a fast and frantic development roadmap, a meritocratic culture where the only thing that matters is what you can do, and a big vision that has already been sold to an investor, which needs to be quickly realised.

Opinion

Planning cannot afford to keep repeating old mistakes, says Mike Teasdale, if it is to adapt to the rise of data, platforms and short-term response creativity and the decline of long-term brand-building ideas.

Article

For planning to survive commercially in our new cultural reality, it needs to detach itself from outdated advertising agency structures and work in a new way that is faster, flatter and more flexible than before, this paper claims.

Article

Today, the dominant machinery for building brands is technology, so how can planners adapt in the same way that they redirected their skills from broadcast to digital?

Case Study

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment in the UAE.