Marketing & brand management
News • 28 February 2018
Article • Sam Peña-Taylor, Event Reports, Newsworks’ Shift, February 2018
Research Paper • Mahabubur Rahman, M. Ángeles Rodríguez-Serrano, and Mary Lambkin, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 368-378
News • 23 October 2017
Article • Stephen Whiteside, Event Reports, ANA Masters of Marketing Conference, October 2017
News • 04 October 2017
Research Paper • Carlos Fonseca, Adam Riley and David Smith, ESOMAR, Congress, 2017
News • 29 June 2017
Article • Ruth Saunders, Market Leader, Quarter 3, 2017, pp. 42-45
Article • Geoffrey Precourt, Event Reports, ANA Media Conference, March 2017.
Article • Alan Cox, Jim Power and Chris Johns, Research on WARC, April 2017
Article • Brooke Hemphill, WARC Exclusive, February 2017
Article • Patrick Barwise and Thomas Barta, Market Leader, Quarter 1, 2017, pp. 28-31
Article • Janet Hull and Bart Michels, Market Leader, Quarter 1, 2017, pp. 48-49
News • 08 December 2016
Research Paper • MRS Awards, Finalist, International Research , 2016
Article • Brian Carruthers, Event Reports, IAB Engage, October 2016
Article • Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2016
Article • Jon Puleston, Market Leader, Quarter 4, 2016, pp. 13-13
Research Paper • Catherine Moger Rickwood, Caroline Smiley, ESOMAR, Congress, New Orleans, September 2016
Article • Susanna Cousins, WPP Atticus Awards, Merit, Advertising, 2016
Article • Scott Brenman, WPP Atticus Awards, Joint Winner, Branding and Identity, 2016
Article • Patrick Barwise, Market Leader, Quarter 3, 2016, pp. 20-24
Article • Jeremy Bullmore, Market Leader, Quarter 3, 2016, pp. 18-19
Article • Sonia Paul, Event Reports, EyeforTravel's San Francisco Summit, March 2016
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Article • WARC Best Practice, January 2018
This article explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate. -
Article • Joseph Clift, WARC Exclusive, July 2017
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. -
Article • Laurie Young, WARC Best Practice, February 2017
This Best Practice paper explains how to position a brand, arguing that effective positioning needs to be distinctive, appealing and relevant. -
Article • Nick Kendall, WARC Best Practice, October 2016
This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy. -
Article • Strategy Toolkit, Strategy Toolkit
This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works. -
Article • Hugh Davidson, Market Leader, Quarter 3, 2011, pp. 18-18
Hugh Davidson advises marketers to spend less time on communication and more of their time on the levers of growth.