The weaknesses of creative strategy have been exposed during the pandemic, argues Dentsu X’s Phillip Dyte; who should now be taking the strategic lead? “If I hear 'the new normal' one more time I am going to scream”. So I posted, perhaps uncharitably, after reading one too many hot takes on COVID-19’s impact on marketing in general and strategy in particular.
Resist the temptation to ignore smaller markets and audiences that could unlock significant growth for your business, as shown by WARC MENA Prize Grand Prix-winner Tunisie Telecom, writes Wunderman Thompson’s Melek Ourir.
Sunjay Malik, Associate Director, Strategy at PHD, and judge for the 2020 WARC Prize for MENA Strategy, explains how out-of-the-ordinary touchpoints enable a brand to engage more effectively with its target audience.
WARC’s Future of Strategy report shows how the vast majority of strategists are witnessing clients decrease spend, with delays or cancellations of work rife – which is changing life for strategists too.
Traditionally, the Future of Strategy report explores how to protect and sustain the strategy discipline, but the changes brought about in 2020 have forced a rethink of how it should change and improve.
Shann Biglione explores four themes that will be on many media strategists' minds as they look for ways out of the COVID-19 crisis. Every crisis starts with the same prophecy: this time, it’s different.
Wunderman Thompson India’s Ajinkya Pawar writes about the advertising industry’s growing fragility, as agencies have failed to keep up with the new dimensions through which people now encounter brands.
Let me start with the good news. There is no shortage of new talent wanting to break into our industry, to be part of the creative landscape and to make their mark in strategy teams across the UK, as the annual growth in applications for Brixton Finishing School’s courses attests.
The raft of ads reacting to COVID-19 reflects how shocks can cause knee-jerk responses rather than creative answers to each brand's individual challenge in a time of collective difficulty, argues Faris Yakob.
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.
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.