John Griffiths, WARC Webinars, November 2017
John Griffiths, Founder of Planning Above and Beyond Ltd, discusses how Account Planners can prepare for the future, as we hurtle towards automation and management consultancies begin to get their foot in the agency game.
NEW YORK: Authoritarian regimes often borrow from advertising and marketing to forward their agendas, with China and Russia currently demonstrating this theory in practice, according to a paper published in the Journal of Advertising Research ...
Steve Hastings, WARC Exclusive, March 2017, pp. 47-47
This short article looks at John Griffiths' and Tracey Follows' '98% Pure Potato' which explains the origins of advertising account planning, from its early beginnings in the 1960s in the UK, and goes on to examine its present and future.
Faris Yakob, Admap, March 2017, pp. 13-13
This article uses an old video of David Ogilvy giving a talk about direct marketing to create a not-quite-Socratic dialogue about the way forward for brand advertising, and what it can learn from its direct-marketing cousins.
Chris Walmsley, WARC Exclusive, January 2016, pp. 47-47
This Speed Read summarises the book 'The Anatomy of Humbug' by Paul Feldwick, which argues that the advertising industry can only deal with the rapidly changing media landscape if it both understands its past and rethinks its entrenched habits of thought.
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.
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.
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.
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.