GLOBAL: Marketers believe that they are likely to waste around a quarter of their marketing budgets this year, according to a new report that also highlights how they remain focused on reach rather than tracking performance.
Resisting the urge to make predictions for the year ahead, Gareth Kay offers up three wishes that he hopes will happen this year, in order to move towards creating a more robust and vital marketing industry.
All brands need to innovate - it’s the only way of staying fresh, relevant and useful - but when, where and how to do it? Nick Burcher, Director of Digital at MediaCom and a judge for the 2017 WARC Awards, looks to the past to find innovation lessons for the future.
SAN FRANCISCO: Barney Harford is the brand new Chief Operating Officer of Uber, the ride-hailing tech firm, and even before he takes up his post in January he has signalled major changes, including the company’s approach to marketing.
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.