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Opinion

As one of the world biggest brands, Nike has continued to grow and innovate despite the impact of COVID-19. Andy Walker, VP, Creative, at Nike and a juror for the Entertainment – Sports category at Cannes Lions 2021, shared with WARC’s Anna Hamill the secret to Nike’s creative culture, why ‘Dream Crazy’ connected and tackling big issues.

Opinion

Advances in digital screens, data-driven targeting and audience measurement are making OOH a more relevant channel for business-to-business marketers.

Opinion

This month: the balance of offline and online retail, where sports sponsorship succeeds and the growing popularity of ad blocking.

Article

Looks at Reddit, the social media platform, and how brands can better engage with its audiences.

Article

OMD is continuing its Signals series, focusing on the key external influences on consumers throughout 2021 so far.

Opinion

As Cannes Lions Live streamed into the makeshift home offices of the advertising industry for a second year, brand marketing leaders speaking at the event shared their hard-learned lessons from the COVID-19 era, and the new changes that they believe will shape the future of marketing as the industry emerges from the toughest year in living memory. 

Opinion

A skit for Cannes Lions Live about marketers and consumers in relationship therapy, by Professor Mark Ritson, is enlivened by digs at a rival antipodean marketing professor. But the real issue for him is the marketing industry’s midlife crisis, WARC’s Brian Carruthers heard.

Article

Research by McKinsey, the management consultancy, has found that firms which effectively link analytics, creativity and purpose achieve higher revenue growth than their peers.

Article

To win in the new normal post-pandemic, brands have to continuously innovate by using technology to create a frictionless consumer journey.

Article

In the brand's media portfolio strategy, how to optimally allocate budgets for brand advertising and performance advertising according to short, medium and long-term needs is a question that companies must ask themselves every year. Behind this problem, there is actually a need to solve the problem of mutual promotion of corporate brand and effect, especially under the digital tide and the disappearance of traffic dividends, let online and offline marketing achieve synergy, and the closed-loop offline post-link effect conversion , Is a top priority. Among them, knowing how to use big data to achieve brand growth in new scenarios is a breakthrough.

Article

With the digital development of marketing, brands have gradually increased their media placement on and off the site. However, due to technical limitations, brands have to face pain points such as fragmentation of media strategy, difficulties in media budget allocation, and faulty media effect tracking. In this regard, data service providers can help brands to maximize the value of global marketing in the five dimensions of budget planning, route design, launch landing, execution monitoring, and effect evaluation.

Opinion

As Juneteenth officially becomes a US holiday, it’s time to reflect on how approaches to diversity, equity and inclusion have changed over the last year.

Article

The world may be emerging from lockdowns but it won’t be returning to the sort of business events the pandemic stopped; virtual and hybrid (a mix of physical and online) events will dominate the next 12 months according to LinkedIn.

Article

Burger King’s new identity took the design world by storm early in 2021 and also secured one of the first Lions of 2021’s Cannes Lions Live.

Article

PepsiCo, the food and beverage manufacturer, is drawing on three core trends as it thinks about the next ten years.