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.
The consequence of not having sufficient perspective is that it’s easy to start believing your own publicity, therefore, Malcolm White says, an agency’s most valuable strategic service to their clients is to put the client brief through a constructively sceptical filter.
GLOBAL: The best marketers possess a number of “soft skills” that enable them to get the best work out of their creative agency partners and deliver business results, according to two industry figures.
Paula Bloodworth, Leo Rayman, Dan Burdett and Frank Reitgassl, WARC Webinars, July 2018
Paula Bloodworth, brand strategy director at Nike, Wieden + Kennedy, Leo Rayman, CEO at Grey London, Dan Burdett, chief marketing innovation officer EMEA at eBay and Frank Reitgassl, former head of Strategy at BBH and director of brand strategy and creative at Mondelez discuss the most important issues and challenges in strategy.
GLOBAL: Strategists are seeing their discipline in flux, with growing influence offset by cuts in client budgets and new competitors emerging, according to WARC’s Future of Strategy Report 2018, a worldwide survey of over 500 senior planners ...
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.
This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.
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