Burger King stays relevant by tapping what people are talking about and adapting technology to meet consumer needs, says Fernando Machado, who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.
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.
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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