Advertising best practice, evidence and insights

Effectiveness culture: the state of the nation

Opinion • Brian Carruthers, November 2019

The industry has amassed a fantastic body of learning around effectiveness. Now it needs to put it into practice, according to Tom Roach .

Are you a ‘proper planner’ or a ‘post-planning planner’?

Opinion • David Tiltman, October 2019

As the discipline of planning grows up, practitioners are evolving into two different styles. WARC’s David Tiltman was at the APG Awards to hear about the future of planning.

How to balance your brand communication plans

Article • Faris Yakob, WARC Webinars, October 2019

Looks at the impact when advertising appears in channels that make people feel bad, or alongside unsafe content and how best to manage your brand communication.

The house that strategy built

Article • Jon Wilkins and Lisa Debonis, Admap, October 2019

Looks at how experience strategy can and should be the tip of the spear of greater business transformation.

The new rules of engagement in brand experience

Opinion • Dom Boyd, October 2019

Just as digital has transformed markets, it is now transforming how brand value is built, by shifting the centre of gravity from mass storytelling towards personal connected experiences.

WARC Webinar: The Future of Strategy

Article • Amy Rodgers, Neil Godber and Emily Rule, WARC Webinars, September 2019

Looks at what strategists are most concerned about in the industry today by revealing findings from the 2019 Future of Strategy report.

The value of strategy in Asia – you can’t put a price on it. Or can you?

Opinion • Andreas Krasser, September 2019

Asia to me is the most exciting region to be in right now as a strategist. The pace of daily life, economic advancement, and technological progress here make culture truly move at the speed of light – it’s basically a candy store for strategists.

Experience strategists are the new brand guardians

Opinion • Tom Morton, September 2019

The job of brand strategy expands from telling the brand story to building the brand system, argues R/GA's Tom Morton in an essay for the Future of Strategy 2019.

Future of Strategy 2019: Strategists look beyond agencies

News • 28 August 2019

Strategy continues to change as the discipline looks to new areas such as customer experience while battling competition from non-agency shops, WARC's Future of Strategy Report 2019 finds.

The Future of Strategy 2019 – three things that stand out

Opinion • David Tiltman, August 2019

The 2019 Future of Strategy report is out now. Here, WARC's VP Content, David Tiltman, pulls out three key ideas.

The Future of Strategy 2019

Article • WARC Exclusive, August 2019

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.

Four ways we make advertising harder than it already is

Opinion • Mike Teasdale, July 2019

Agencies’ process is out of balance, with too many avoiding the business problem, ignoring the science, needlessly reinventing the wheel and being chronically short term, argues Mike Teasdale.

A blueprint for disproportionate growth

Opinion • Mark Hadfield, July 2019

Strategy teams' relationship to their clients can unlock disproportionate value, says iris' Mark Hadfield.

Future of Strategy debate: Strategy in the Age of Experience

Article • WARC Exclusive, WARC at Cannes Lions 2019

WARC’s Future of Strategy session at Cannes Lions 2019 features presentations from three high-profile marketing strategists with diverse backgrounds.

Why Your Strategy Needs More Chaos

Article • WARC Exclusive, WARC at Cannes Lions 2019

At a talk held by WARC at Cannes Lions 2019, two speakers explain why it’s better to be interesting than to be right.

What were the strategy themes from Cannes Lions 2019?

Opinion • David Tiltman, June 2019

It’s impossible to catch everything at Cannes Lions, but WARC’s content team can point you towards the good stuff you might have missed.

What the Creative Strategy Lions say about the state of strategy

Opinion • Sam Peña-Taylor, June 2019

A campaign by Forsman & Bodenfors for Volvo has won the Grand Prix in the new Creative Strategy Lions.

Four things every young (and not so young!) planner needs to be doing more of…

Opinion • Mike Teasdale, June 2019

Planning is still about being a catalyst for creativity but the context in which Planners operate has changed hugely – they need to adapt, and quickly, says Mike Teasdale.

Freddie Covington: 'Everything we thought we knew about the customer, we need to relearn'

Opinion • Lucy Aitken, June 2019

Freddie Covington, Senior Vice President, Head of Marketing and Cross Border, Asia Pacific, Visa, is chairing this year’s WARC Prize for Asian Strategy.

Plunder, jeopardy, and the search for resonance: the strange business of making strategy

Opinion • Sam Peña-Taylor, May 2019

At the APG’s Noisy Thinking, planners and strategists got to discussing the business of strategy and what makes it stick in people’s heads, what makes it interesting.

Channelling your inner Poirot: how to write good case studies

Opinion • Lucy Aitken, January 2019

At the Euro Effies, Matt Gladstone, Strategy Partner at Grey London, advised authors of case studies to act like detectives when writing their paper.

L'Oréal offers a new regimen for next-generation strategists

Article • Stephen Whiteside, Event Reports, 4A's Strategy Festival, October 2018

L'Oréal, the beauty company, has built out market insights and foresight capabilities as it seeks to prepare for an increasingly complex future.

WARC Webinar Wednesday: Great minds don't all think alike – why diversity helps strategy

Article • Adrian Mediavilla, WARC Webinars, November 2018

Adrian Mediavilla, CSO of Grey Spain and Chair of APG Spain, shares the important reasons why strategy teams need diversity.

What business are planners in?

Opinion • Mike Teasdale, November 2018

During a recent workshop with young planners, a serious question occurred to Mike Teasdale, one that speaks to the massive shifts that have taken place in the discipline.

How not to plan

Article • Les Binet and Sarah Carter, WARC Webinars, November 2018

Les Binet, head of effectiveness at adam&eveDDB, and Sarah Carter, global planning partner at adam&eveDDB, discuss the myths, misunderstandings and screw ups to avoid in the planning cycle.

Account planning, strategic planning