Agencies need to shift their strategic approach from “marketing” to “mattering”, a transformation based on meaningful relationships, compelling experiences, and other ways of building deep connections to individuals.
Publicis Groupe has made its largest ever purchase – and one of the advertising industry’s biggest at $4.4 billion – as it acquires Alliance Data Systems’ Epsilon unit as part of a stated strategy to become ...
Examines the trends, challenges and opportunities of the Direct Brand Economy, and highlights initial suggestions for media sellers to better serve these marketers and help grow their business, which include:
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.
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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