News
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18 July 2018
LONDON: UK marketers revised their internet budgets up in the second quarter, helping to fuel overall growth in marketing budgets, according to the latest IPA Bellwether Report, but its author has cautioned that this increase is defensive in ...
News
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17 July 2018
LONDON: Almost one fifth of all ads shown on ITV during FIFA World Cup games were for gambling brands according to a new analysis which shows that betting ads had more screen time than alcohol and fast food commercials combined.
Article
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Brian Carruthers, Event Reports, Big Day of Data, London 2018
Contextual advertising is difficult to achieve, but can be incredibly powerful, as both Channel 4 and Trinity Mirror show.
News
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17 July 2018
LONDON: Just over half of UK online shoppers start their journey on Amazon, and they consider brands less important than factors like price and free delivery, new research shows.
Article
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Matthew Carlton, Event Reports, Brands Take Back Control, July 2018
There is a trend for brands to bring more of their media buying activity in-house, but eBay is headed in the opposite direction as it leans more and more on its agency partner.
News
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16 July 2018
LONDON: Brands that tailor their creative to tap into national sentiments during the World Cup can “ride the emotional wave” and generate significantly higher levels of consumer engagement – as long as the team is winning.
Opinion
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Jim Carroll, July 2018
Ahead of the launch of WARC’s 2018 Future of Strategy Report on 25th July, we are reposting a series of pieces on leadership from former heads of the BBH London strategy team, commissioned by Ben Shaw, the new Head of Strategy at BBH London.
Article
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Andrew Challier and Nick Pugh, Ebiquity, 2018
This report explains how to measure 'responsible ROI' and examines the short-term ROI of six different media channels: TV, print, out of home, online video, radio and online display, through an analysis covering 11 sectors and over 1,950 campaigns.
Article
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Matt Chappell, Ebiquity, 2018
This report examines the long-term effects of advertising in six different media channels: TV, print, out of home, online video, radio and online display, through an analysis of 504 campaigns across 29 advertisers.
News
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13 July 2018
LONDON: Out-of-home advertising is enjoying a renaissance in many markets, as its newfound versatility, driven by data and digital, demands planners reconsider its role on their media plan, an industry figure says.
Article
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Matthew Hearn, Research on WARC, July 2018
Research by Ipsos shows that brands and advertising can profit from highly emotional events like the World Cup by creating strong links to the event, proving that context can make a big difference to the emotional response to advertising.
Article
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Matthew Carlton, Event Reports, Tug Life: London Tech Week, June 2018
Influencers are becoming increasingly important for brands as they offer potentially the same reach as traditional channels and elicit a level of trust that standard advertising does not.
Article
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Matthew Carlton, Event Reports, Tug Life: London Tech Week, June 2018
The impact of a brand’s use of technology may extend beyond a product or service and into organisational culture.
Article
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Tony Regan, WARC Best Practice, July 2018
Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.
News
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12 July 2018
LONDON: UK banks are failing in their above-the-line efforts to promote themselves as socially responsible organisations, new research suggests, but owned and earned experiences could be a more effective way to achieve a similar outcome.
Opinion
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Agathe Guerrier, July 2018
Ahead of the launch of WARC’s 2018 Future of Strategy Report on 25th July, we are reposting a series of pieces on leadership from former heads of the BBH London strategy team, commissioned by Ben Shaw, the new Head of Strategy at BBH London.
News
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11 July 2018
LONDON: The mass marketing model is at something of a crossroads with agencies in danger of becoming simply arms-length ‘vendors’, according to an ex-planner who advocates greater focus on distinctive assets and more analytical rigour.
Article
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Matthew Carlton, Event Reports, Brands Take Back Control, July 2018
When Direct Line relaunched in 2012, the insurance business included a greater emphasis on the commercial role of the marketing function within the organisation.
News
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10 July 2018
LONDON: Collaboration within the UK newspaper industry has reached a new level with the launch of Impact, an initiative that enables advertisers to buy a package across titles that compares with TV, out of home and radio on reach and price.
Opinion
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Nick Kendall, July 2018
Ahead of the launch of WARC’s 2018 Future of Strategy Report on 25th July, we are reposting a series of pieces on leadership from former heads of the BBH London strategy team, commissioned by Ben Shaw, the new Head of Strategy at BBH London.
Article
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Judie Lannon and David Cowan, Admap, July/August 2018, pp. 16-18
To celebrate the 50th anniversary of the birth of account planning, two industry veterans recall their time at two of the most influential advertising agencies in shaping the discipline – JWT and BMP.
Article
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Louise Nolder, Admap, July/August 2018, pp. 39-39
Digital marketing has democratised the world for the 99.9% of businesses that don’t have the money for TV, but in this universe of performance marketing, there is still an urgent need for strategic thinkers.
Article
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Alistair Green, Admap, July/August 2018, pp. 34-35
Changes in clients’ structure and in-house functions have transformed the relationship between client and agency planner.
Article
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Tony Quinn, Admap, July/August 2018, pp. 30-31
The contribution that planning can, and should, make to businesses and organisations today has never been greater, but the chances are that businesses will now turn to management consultants such as KPMG, PwC or McKinsey, instead of getting the planner, or even an agency, in.
Opinion
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Faris Yakob, July 2018
If the future of advertising lies in direct marketing, then that marketing must return to delivering content worth consuming, instead of an endless stream of sales messages based on previous purchases, Faris Yakob believes.
