Paul Wright

Opinion
18 November 2020 We humans are  hardwired to think short-term . That served us in good stead when we were hunter gatherers. But as we now confront the implications of years, perhaps centuries, of short-termism on our leadership, society and the planet, we realise that we need a new set of tools to help us.
11 October 2020 Is BLM a hashtag, an organization, a human right, a movement, a political statement, or all the above?
11 October 2020 In the Emmy-nominated Procter & Gamble commercial “The Look” and in a newer Procter & Gamble commercial created just after the death of George Floyd – “The Choice” – the creative director Keith Cartwright and his partners have brought the power of imagery to create empathy, giving viewers of all colors and ethnicities a window into the struggle of being Black in America.
Opinion
30 August 2020 Why is there such a gulf between what our industry loves and what the general public love? Why do we so often ignore the work that means most to our audiences? BBH’s Jacob Wright analyses our unhealthy obsession with “inspiration”.
05 June 2020 With advertising budgets being pared back, marketers, now more than ever, need better metrics than CPCs and CTRs to be sure their spending is having the desired effect, says Paul Rowlinson.
13 May 2020 At the heart of COVID-19's impact on marketing and advertising is humanity. Marketers and consumers alike are facing concerns and uncertainty surrounding health, social, and economic stability with no immediate end in sight.
Opinion
02 April 2020 BBH’s Jacob Wright believes the current pandemic is going to bring class differences in Asia centre stage and brands need to acknowledge this divide moving forward.
Opinion
20 February 2020 Knowing where an audience is and understanding its behaviour is key to planning a digital out-of-home campaign, writes Alex Wright, head of insights at Blis.
Opinion
02 December 2019 The headline figures are in and it looks another Black Friday bonanza, but canny brands will look take the opportunity to build customer relationships across the whole year, says Paul Wright, Managing Director, UK, FR, ME at AppsFlyer .
Opinion
25 November 2019 Paul Coxhill, Managing Director, WARC, explores the highlights from the WARC Marketer's Toolkit 2020.
04 October 2019 Apparently brand experience was big at Cannes this year: Jonny Bauer of Droga5 told us ‘everyone understands now that the experience needs to be consumer-centric’, while Pablo Alzugaray of Accenture helpfully clarified - ‘Experience is any sensory, mental or emotional interaction with a brand. It means the product, service, content and ads. To create and distribute efficiently these experiences are the key to building up emotional relationship.’
Opinion
12 June 2019 A confession. I’ve been a marketer for 24 years but I try to watch TV on catch-up to avoid ads. Or start checking my phone during the ad break if I have to watch live. Or immediately shut-down web ads before I view the content. Wait, you too?
21 May 2019 The reign of influencers may soon be over as Gen Z  prefers people with an established talent or those who are taking direct action, not just selfies. Paul Greenwood, Head of Research & Insight at We Are Social, explains how the next generation of consumers is  changing the influencer landscape.
19 March 2019 With CTR on the ropes, it’s time to look to customised outcome-based metrics, says Paul Rowlinson . “Our relationship no longer tells the full story”: so said a recent open letter from the Internet Advertising Bureau (IAB) imploring brands to end their dependence on clicks. As part of a mission that also launched National Anti-Click Through Rate Day, the note highlights the need for online advertising measurement to track tangible long-term impact, not just ‘vanity’ metrics. And it seems a growing portion of the marketing community agrees.
Opinion
04 March 2019 This month, Bia Ha Noi is the brand which has achieved the highest uplift in its Ad Awareness in Vietnam.
15 February 2019 A new report finds that OOH is the only traditional media segment to see consistent ad revenue growth, writes Rapport's Paul Sambrook. This piece takes us through some of the study’s insights.
Opinion
18 December 2018 Professionals from the world of adtech give WARC their predictions for the year ahead.
19 July 2018 With all the talk in recent years of big data, machine-led marketing and algorithm-driven platforms, you could be forgiven for thinking that emotion is slowly being drained out of marketing. Not so, argues We Are Social's Paul Greenwood.
Opinion
03 April 2018 Successful marketing transformation projects follow eight key rules. Paul Davies, Managing Partner Asia Pacific at The Observatory International, says too many schemes are failing to do so.
Opinion
14 December 2017 As the holiday sales loom, it can be tempting to throw caution to the wind and discount like crazy in pursuit of traffic and margin-low spend, but, says Paul Hunt of Pricing Solutions (part of the iris network), the effects on the overall brand can diminish hard brand-building work.
Opinion
14 February 2017 Paul Wilson was a Warc Media Awards judge on the Effective Use of Tech category.
Opinion
15 November 2016 With programmatic ad spend expected to reach £2.5bn in 2016, factors such as brand safety, ad fraud, and viewability are ongoing concerns for the digital advertising industry. The debate around media quality in both programmatic and publisher direct environments has gained momentum, reaching a climax with the announcement of the Coalition for Better Ads in September 2016.
02 April 2012 How can marketers and agencies better align their activities with commercial outcomes?
01 March 2012 What examples are there of a brand leader in a category successfully defending itself against a major branded competitive launch?
01 February 2012 Where, oh where has the populist advertising idea gone? Those stories that charmed, or tugged hearts, or raised chuckles, and justified the term 'campaign'?