Article
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WARC Strategy Toolkit, March 2021
This article looks at the nuts and bolts of bringing a marketing strategy to life – how to write a creative brief, and how to brief it successfully.
Opinion
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Tati Lindenberg, February 2021
Tati Lindenberg, Vice-President of Marketing for Dirt Is Good (Persil, OMO), Unilever, is chairing the Brand Purpose category in this year’s WARC Awards for Effectiveness . Here, she talks about clear KPIs, Disney’s Christmas film and why brands need to drive action.
Opinion
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Dhiren Amin, February 2021
Dhiren Amin is Heinz Kraft’s CMO Asia and will chair the Instant Impact Jury at this year’s WARC Awards for Effectiveness . Here, he offers entrants advice on what to include in their papers.
News
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12 February 2021
During the pandemic, agencies and clients have fallen into a familiar recessionary pattern, with clients cutting budgets and agencies feeling squeezed.
Opinion
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Simon Woolley, February 2021
B2B organisations are proactively plotting brand stretch and moves into new geographies and industries in 2021, but their PR and Marketing agencies aren’t on the same page, says Simon Woolley.
Article
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Stephen Whiteside, Event Reports, 4A's Decisions 2021 conference, January 2021
A study commissioned by the 4A’s, the trade body, and Google, the tech giant, outlined various growth opportunities for agencies.
News
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10 February 2021
Brands now value resilience in their agency partners more than simple functional competence, while agencies have noted how brands have become more willing to take risks, a new study finds.
Article
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Bruno Gralpois, WARC Exclusive, February, 2021
This article examines the increased tension in client–agency relationships amid the COVID-induced recession, and how to make 2021 an opportunity to renew and refresh these partnerships.
Article
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Mel Arrow, WARC Exclusive, January, 2021
For high-growth challenger brands, getting the right structures in place alongside agency partnerships and a smart talent strategy will set the foundations of long-term growth.
Opinion
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Vlad Komanicky, December 2020
The pandemic has put client-agency relationships under tremendous strain as fast-changing circumstances put immense pressures on both parties - here’s how to alleviate them, says Alchemists’ Vlad Komanicky.
News
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10 December 2020
Research suggests that the jolt of the pandemic has nudged clients into taking more ambitious bets in creative and strategic fields.
News
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01 December 2020
Media transformation may have sped up as a result of the coronavirus pandemic, but new research shows agency models are lagging behind their clients’ expectations.
News
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24 November 2020
The coming decade will redefine the consumer landscape and the approaches taken by brands and agencies, according to a new report from the Institute of Practitioners in Advertising (IPA) which identifies five core relationship models for effective ma
Article
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Event Reports, DigiCon Omni virtual conference, October 2020
Omnicon Media Group’s Stephen Li takes a reflective look at how the developments of the year have impacted the marketing and advertising industry.
News
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19 November 2020
A new guide for advertisers on how to work successfully with media agencies has been launched by the ISBA in partnership with consultancy ID Comms.
Article
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Sarah Cucchiara, ANA, Forward, November 2020
Choosing between in-house and outsourced marketing is an age-old debate, and there has been much discussion about brands opting to bring their outsourced agency work in-house.
Article
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WARC Exclusive, November 2020
Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.
Article
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WARC Exclusive, November 2020
The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
Article
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TD Reply, Research on WARC, November, 2020
The marketing industry has seen more disruption in the past 10 years than in the last 100.
News
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03 November 2020
WARC and SCOPEN, a leading marketing research consultancy, are partnering to produce the AGENCY SCOPE, an independent report on marketer-agency relationships to find out what clients think of their agencies and how they should adapt for future growth
News
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21 October 2020
Nissan, the automaker, has improved its marketing agility and seen an uptick in various performance metrics after deconstructing traditional silos in its in-house and agency teams.
News
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20 October 2020
US fashion does not sell well in China – unlike other foreign brands, from Italy, France and the UK, Chinese consumers see US brands as lacking cachet.
News
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19 October 2020
For brands, the idea of agility is often focused on how they respond to new circumstances, such as that presented by Covid-19, but it does not necessarily mean an immediate change in what they are doing, according to Coca-Cola’s ASEAN director of int
Article
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Sam Peña-Taylor, Event Reports, DMEXCO @home, September 2020
Volkswagen (VW), the German carmaker, is going electric; here the brand’s CMO talks about reducing paid media spend, thinking in terms of software, and growing a new category.
News
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15 October 2020
Business-to-business (B2B) marketers have significant opportunities to broaden their targeting and investment of time and effort as a result of the lower costs of doing business engendered by the COVID-19 pandemic.
