Marketing management & leadership

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Content marketing in India: How to manage stakeholders

Article • Anil Thakraney, Event Reports, Content Marketing Summit Asia, May 2019

To ensure content marketing initiatives get off the ground in India, marketers should work to ensure all internal stakeholders are educated and informed.

Why moving media planning in-house made sense for GSK

Article • Geoffrey Precourt, Event Reports, 4A's Decisions 20/20, March 2019

GSK Consumer Healthcare, the pharma company, has shifted its media model to reflect changing marketplace realities.

ITV evolves its marketing function

News • 02 May 2019

ITV, the UK commercial broadcaster, is working on a new metric – spontaneous brand consideration – and on building out its direct-to-consumer business.

Mars media chief: Realignment breeds internal trust, external growth

Article • Geoffrey Precourt, Event Reports, 4A's Decisions 20/20, March 2019

Mars, the confectionery and food group, has sought to maximize the impact of its media activity in various ways.

Way beyond marketing: The rise of the hyper-relevant CMO

Article • Ana Maria Santos and Nevine El-Warraky, WARC Webinars, April 2019

Ana Maria Santos, managing director, brand learning, part of Accenture, and Nevine El-Warraky, co-CEO, brand learning, part of Accenture, discuss what it takes to drive future growth.

Three rules for better marketing from Unilever’s Keith Weed

Article • Anna Hamill, Event Reports, WFA Global Marketer Week, March 2019

Unilever’s outgoing CMO, Keith Weed, shares three lessons for better marketing: putting people first, using the brand to solve real-life challenges and prioritising brand trust.

Coke applies marketing science to content

News • 28 March 2019

Coca-Cola is applying marketing science to its work in Australia – so improving internal processes and ensuring it measures the right things, according to a senior executive.

How marketing science changed the game for Coca-Cola

Article • Brooke Hemphill, Event Reports, The Future of Brands Sydney, February 2019

Coca-Cola, the soft drinks brand, is getting better value from advertising in Australia by improving internal processes, focussing on marketing science, and measuring the right things.

Best practices for surviving and thriving during marketing technology implementation

Article • Research on WARC, March 2019

This article summarises findings from a paper published in the Journal of Brand Strategy on surviving and thriving during the next marketing technology implementation: best practices for modern marketers.

‘Tech intensity’: inside Microsoft’s own transformation

Article • Sam Peña-Taylor, Event Reports, MWC Barcelona, February 2019

Microsoft CEO Satya Nadella discusses how the tech giant has transformed itself in the years since its founder stood down.

How to build a brand by doing, not theorising

Article • Gordon Euchler, Ton Hollander and Christian von Thaden, WARC Exclusive, February 2019

Uses behaviour economics to outline a different way to do marketing, which starts with the business strategy and the CEO's business objectives.

Becoming Business Bilingual

Article • Earl Javier, WPP Atticus Awards, Highly commended, 2018

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.

The Dance of Creative Leadership: 5 Principles

Article • Uri Baruchin, WPP Atticus Awards, Merit, 2018

Presents five principles that draw on both ancient and new leadership approaches to take a more integrative view of leadership practices.

Thinklong: I believe the future of brands requires collective action to combat short-termism

Article • Gareth Price, WPP Atticus Awards, Winner, 2018

The push for quick returns, with pressure from both investors and company management, is jeopardising brands' ability to deliver long-term growth – but forward-thinking organisations could solve this self-defeating cycle, writes Gareth Price, senior planner at J. Walter Thompson London.

Humans not smart enough for tomorrow's marketing tasks: Deloitte

News • 09 January 2019

The human brain is simply not clever enough to embrace the complex decisions that marketing will increasingly require, argues a report from Deloitte.

The year of better

Opinion • Gareth Kay, January 2019

The New Year has traditionally been about making predictions about all the new stuff the industry will do, all the new tech, new companies.

'Agencies copy us': Deloitte Digital

News • 03 January 2019

Consultancies are trying to “set the tone for the future”, according to the head of Deloitte Digital, and aren’t interested in emulating existing agencies.

How IBM marketing maintains corporate values … and changes everything else

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2018

IBM, the technology giant, is using agile marketing as it seeks to engage with consumers in impactful ways.

Keep understanding customers better: Uniqlo China's CMO

Opinion • Jalin Wu, December 2018

Consumer insight is the most important thing for apparel brand Uniqlo as it seeks to maintain its growth in China, says local CMO Jalin Wu who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.

Avoiding Communication Breakdown

Article • David Ward, ANA Magazine, ANA Magazine, November 2018

There are several ways marketers can ensure regular and honest communication during a fast-moving ad campaign.

ANA reveals new data on gender (improving) and ethnicity (poor) representation in marketing workforce

Article • Geoffrey Precourt, WARC Exclusive, November 2018

The Association of National Advertisers (ANA), the industry body, found in research that the marketing industry still lags behind in many areas of diversity and representation.

KFC Australia embraces the changing media mix

Article • Brooke Hemphill, Event Reports, IAB Measure Up Conference, November 2018

KFC Australia is embracing the possibilities of digital media and moving away from a wholly TV-led approach.

WARC Webinar Wednesday: Mark Evans on marketing effectiveness

Article • Mark Evans, WARC Webinars, November 2018

Mark Evans, marketing director at Direct Line Group, shares what marketing effectiveness means atthe insurance group.

CMOs face tough new focus on business results

News • 13 November 2018

Tech that drives efficiency and ROI will be top of mind for chief marketing officers in 2019, new research shows.

How finance can transform marketing

News • 12 November 2018

A key behaviour of brands with a strong effectiveness culture is language and communication, and between marketing and finance in particular, research suggests.

Three rules for better marketing from Unilever’s Keith Weed

Article • Anna Hamill, Event Reports, WFA Global Marketer Week, March 2019

Unilever’s outgoing CMO, Keith Weed, shares three lessons for better marketing: putting people first, using the brand to solve real-life challenges and prioritising brand trust.
How to build a brand by doing, not theorising

Article • Gordon Euchler, Ton Hollander and Christian von Thaden, WARC Exclusive, February 2019

Uses behaviour economics to outline a different way to do marketing, which starts with the business strategy and the CEO's business objectives.
Marketing budgets: Four ways to do more with less

Article • Ruth Saunders, WARC Best Practice, November 2017

As marketers come under constant pressure to deliver ROI while doing "more with less", they can find efficiencies by adopting strategies that have proven successful for a number of start-ups.
Strategy Toolkit: How marketing works

Article • Strategy Toolkit, Strategy Toolkit

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.
Marketing skills help to build profitable growth

Article • Hugh Davidson, Market Leader, Quarter 3, 2011, pp. 18-18

Hugh Davidson advises marketers to spend less time on communication and more of their time on the levers of growth.
Differentiation that matters

Article • Patrick Barwise and Sean Meehan, Market Leader, Quarter 2, March 2009, pp. 34-37

The article argues against two marketing myths, uniqueness and table stakes. People buy a brand not because it is unique but because it delivers what they want a little better.