A study of senior client-side marketers in the UK has revealed key insights about how brands’ decision-makers – including companies like Unilever, The Economist, and Diageo – see the agency landscape, their own relationships, and ...
2019 combines a number of trends and challenges that the industry will need to deal with, Sumit Ramchandani, Chief Client Officer of integrated and digital agency Lion & Lion, picks out 5 elements that he believes will impact and change the industry in Asia this year, and why there is a need for agencies to be agile, integrated and innovative.
Language is key to exploring how communication professionals can help keep brands – and ourselves – valuable in the boardroom by becoming adept bilinguals and rewiring our thinking using another language: the C-suite's.
Burger King stays relevant by tapping what people are talking about and adapting technology to meet consumer needs, says Fernando Machado, who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.
The agency-client relationship, already under pressure from multiple directions, including transparency around rebates and the growth of in-housing, is facing yet another sticking point as advertisers demand agencies take on liability for data ...
Serena Li and Christoph Welter, ESOMAR, Congress, 2018
Babbel, the language learning app, conducted research in Germany to create a spark that propelled the company forward to engage internal stakeholders in novel ways, and achieve impact as well as a culture change.
Brian Carruthers, Event Reports, IPA EffWeek, October 2018
The relationship between finance and marketing departments is changing for the better, according to a senior industry figure; a mature, mutually understanding relationship between the two will be transformational for business.
Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.
Merry Baskin and Kate Waters, WARC Best Practice, August 2017, pp. 36-37
This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.
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