Claire Hadfield, Danny McCarthy, Ian Thomas and Rob McKendrick

Opinion
17 November 2020 Over the last decade, media has become more difficult to plan and it now requires more resources to execute. Iain Jacob captured this perfectly in  a recent article for Campaign, “ Executing a successful, compliant, competitive, well-measured media campaign has in fact never been harder ”.
Opinion
08 November 2020 This month: advertising’s winners and losers as the year ends, engaging sports fans during COVID-19 and how mobile video is becoming the focus in Asia.
Opinion
29 October 2020 Rob Hollands, MD, SharpEnd outlines the opportunities and watchouts for brands looking to engage consumers through connected packaging.
Opinion
08 October 2020 This month: the growing appeal of advertising video-on-demand, voice and visual search reach a milestone and how advertisers can deliver gaming success.
15 September 2020 COVID-19 offers advertising strategists an opportunity to revive and renew the methods by which they acquire real human insights.
Opinion
06 September 2020 This month: what this year’s festive holiday season holds, the state of TikTok as its ban approaches and how YouTube is moving to the TV screen.
02 August 2020 The Dragonfly Market Research agency in India offers some guidance for how brands can lift the curse of “sameness” that has befallen brand communications since the start of the COVID-19 outbreak.
21 July 2020 How mining shifts during the coronavirus pandemic became a creative spark for one planning team in the Philippines.
07 July 2020 Corporate activism doesn't always have to mean taking sides. Supporting voting rights and voter registration is an HR issue as much a branding opportunity, argue Drew Train and Davianne Harris.
25 June 2020 The shift to e-commerce means brands need to be much smarter about all aspects of customer experience. There's a new opportunity for FMCG brands in the way products are received and unboxed. In this exclusive Q&A, Patrick Miller, co-founder of Flywheel, and Tiffany Lilze, Senior Director, e-commerce Supply Chain and Innovation, Procter & Gamble, talk to David Tiltman, VP content at WARC about how marketers are waking up to this new route for creativity.
09 June 2020 In this new reality, static segmentations are often no longer appropriate, and advertisers should consider a more dynamic persona-based approach that accounts for the shifting nature of audiences.
02 June 2020 The gap between situational change and reality creates tension. Brands that respond to these tensions stand the best chance of successfully navigating COVID-19 and the oncoming recession.
Opinion
20 May 2020 This article is part of a special WARC Snapshot focused on enabling brand marketers to re-strategise amid the unprecedented disruption caused by the novel coronavirus outbreak.
Opinion
07 April 2020 Fake news, online harassment, extremism – digital platforms are invariably at the centre of such activities and that’s because of the flaws inherent in their design. But a better future is possible, says Rob Trono.
18 February 2020 ITV and System1 are staging a contest offering brands the chance to win a free ad slot during the upcoming Euro 2020 football tournament. Kate Waters and Jon Evans share some tips for brands.
06 January 2020 Juliana Chan and Dan Paris take a look at the healthcare sector’s digital future, and the technologies that will help us access it.
29 October 2019 Designing experiences for data not people should now be an industry norm, argue MullenLowe’s Jonathan Hart and James Hollow – we can no long reason our way into strategies or creative directions when we have the simultaneous ability to empirically create insight and test our assumptions.
23 October 2019 First, influencers were macro: potent reach machines; then micro: delivering engagement in specific categories – now there’s the niche, explains Thomas Walters, and they bring something new.
01 October 2019 The rate of social commerce adoption in Southeast Asia is rapidly accelerating. Neha Khullar and Richard Reid, both of Iris Concise, Singapore, explore some of the strategies to follow.
Opinion
12 September 2019 Reprise's Ian Hyde proposes three key ideas to prepare for the UK's busiest commercial season: Christmas.
24 July 2019 Strategy teams' relationship to their clients can unlock disproportionate value, says iris' Mark Hadfield. Here are seven steps to think about.
02 May 2019 The May issue of Admap puts the spotlight on data ethics. Danny McCarthy from the Co-op explains the organisation’s work with the Open Data Institute (ODI) which is helping them progress against their vision of being ‘Trusted with Data’.
Opinion
04 April 2019 Retail is in crisis, we hear – but the truth is more complex. Retail is changing and certain brands are reaping the rewards of that change. The future of retail is less but better says Andy Thomas, executive creative director of Sydney design agency Re.
10 March 2019 Looking back on a year in influencer marketing, 2018 will forever be remembered as a year of shady behaviour, in which the ASA cautioned hundreds of influencers for failing to correctly signpost sponsored content.
Opinion
23 January 2019 Undoubtedly the rise of messaging as the dominant way people want to communicate with businesses is going to be the biggest trend that we see in 2019.